Chapter 2: It s Not a Question of the Chicken or the Egg

Chapter 2: It’s Not a Question of the Chicken or the Egg

1. National Center for Database Marketing Winter Conference, New Orleans, December 2001.

2. Jeremy Epstein, “Report from CRM Expo: Strategy First, Technology Second,” marketingprofs.com, September 17, 2002, p. 1.

3. “IT Success Depends on Quality of Spending, Not Quantity,” informationweek.com, December 24–31, 2001, p. 62.

4. Philip B. Clark, “Rapp Collins Exec Defends CRM Spending,” BtoB, September 17, 2001, p. 14.

5. John Radcliff, “Eight Building Blocks of CRM: A Framework for Success,” Gartner, Inc., December 13, 2001, p. 2.

6. Ibid., p. 1.

7. Adrian Payne, “Building a Strategic CRM Programme,” CREDO, Paris, March 15, 2001.