Abstract

Get full access to this article
View all access options for this article.
References
1.
Benson
John
(1937 ), “Advertising Looks Ahead ,” Journal of Marketing , 1 (January), 241 –46 .
2.
Dwyer
Robert F.
,
Schurr
Paul H.
, and
Oh
Sejo
(1987 ), “Developing Buyer–Seller Relationships ,” Journal of Marketing , 51 (April), 11 –27 .
3.
Freeland
John
, ed. (2004 ), Defying the Limits: Mastering High Performance CRM , 5th ed. Chicago : Accenture .
4.
Greenberg
Paul
(2004 ), CRM at the Speed of Light: Capturing and Keeping Customers in Internet Real Time , 3d ed. New York : Osborne/McGraw-Hill .
