Journal ArticleOPEN ACCESS

Papers: From ‘push’ to ‘pull’ — Changing the paradigm for customer relationship management

  • Seddon J
Interactive Marketing (2000) 2(1) 19-28
DOI: 10.1057/palgrave.im.4340064
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Abstract

How relationship-oriented is CRM? This paper argues that a change in philosophy must precede a change in practice for CRM to put the customer at the centre of the relationship.

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APA

Seddon, J. (2000). Papers: From ‘push’ to ‘pull’ — Changing the paradigm for customer relationship management. Interactive Marketing, 2(1), 19–28. https://doi.org/10.1057/palgrave.im.4340064

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