Harnessing Technology to Win Customer Loyalty

16th May 2001
This paper discusses the role of IT in customer-focused marketing. It argues that information technologists, rather than focusing on function by function process automation, must find ways to use IT as an enabler that reconfigures the whole physiognomy of a corporation to face its customers more effectively. Extending this physiognomy analogy, the paper goes on to describe the marketing "brain", distribution "limbs" and overall "character". The conclusion looks at growing the new physiognomy through incrementalism and self-funding programs.

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