These are software packages that enable a business to develop knowledge of their
customer’s needs and buying patterns. These systems “focus on the integration of externally based
customer data for the organization to pursue more
customer-oriented activities like targeted advertising, one-on-one marketing (Peppers et al., 1993),
customer retention and building a real-time integrated view of the
customer (Goodhue et al., 2002; Kos et al., 2001; Winer, 2001) ” (Pan, 2005, p. 66). Another definition is “a comprehensive strategy and process of acquiring, retaining and partnering with selective
customers to create superior value for the company and
customers” (Parvatiyar and Sheth, 2001, p. 5).
Learn more in:
Implementing Best of Breed ERP Systems