Ronald S. Swift

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The perspectives brought forth by Professors Good-hue, Wixon, and Watson in their study of business benefits and appropriate targets of CRM highlights the challenges, opportunities, and expectations of CRM implementations. Their insightful description of the 'planned evolutions' alerts readers to essentials and foibles, thereby enabling executives to(More)
T he most powerful effect of Customer Relationship Management is on the bottom line. Unfortunately, many people see CRM as a technology issue, when in fact it is about economics – profits and business effectiveness. The right technology is essential, of course, but only to serve the ultimate end of developing a more effective business. Otherwise it can wind(More)
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