Integrating customer relationship management and supply chain management 503
challenge is to link them together in such a
way through seamless and responsive pro-
cesses that are superior to those of com-
petitors, both in terms of costs and service.
Sheth, J. N. and Parvatiyar, A. (2000) The
Handbook of Relationship Marketing, Sage. An
excellent academic treatment of the topic of
relationship marketing. The editors have
obtained contributions from virtually all the
leading figures in the relationship marketing
arena – a total of 23 contributions from
leading scholars.
Swift, R. S.(2001)Accelerating Customer Rela-
tionships: Using CRM and Relationship Technol-
ogies, Prentice-Hall. Swift’s book provides an
excellent introduction to CRM from a techno-
logical viewpoint. Of special value is its
treatment of data warehousing and relation-
ship technologies, as well as specific studies
of implementations.