Document Type



Available under a Creative Commons Attribution Non-Commercial Share Alike 4.0 International Licence


Business and Management.

Publication Details

Irish Marketing Review ,Special Issue Vol 18 Issue 1 and 2 , pp 58-69.


Electronic customer relationship management (eCRM) is seen to arise from the consolidation of traditional CRM with the e-business applications marketplace and has created a flurry of activity among companies. ECRM is the proverbial double-edge sword, presenting both opportunities and challenges for companies considering its adoption and implementation. This challenges companies considering its adoption and implementation. This paper explores the marketing opportunities eCRM creates for companies such as enhanced customer interactions and relationships as well as personalisation options, all of which are potential sources of competitive advantage. It also explores the challenges confronting companies implementing eCRM such as managing an on-line channel, date integration issues and information technology (IT) architecture challenges. Directions for future research are also suggested.


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