Using e-CRM for a unified view of the customer

@article{Pan2003UsingEF,
  title={Using e-CRM for a unified view of the customer},
  author={Shan Ling Pan and Jae-Nam Lee},
  journal={Commun. ACM},
  year={2003},
  volume={46},
  pages={95-99}
}
Applying detailed knowledge of the customer to a larger business domain. 
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