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1、WilliamBoulding,RichardStaelin,MichaelEhret,&WesleyJ.JohnstonACustomerRelationshipManagementRoadmap:WhatIsKnown,PotentialPitfalls,andWheretoGoThegoalofthisprefaceistodescribehowthespecialsectiononcustomerrelationshipmanagement(CRM)wasdeveloped.InMay2003,RichardStaelin,ExecutiveDirecto
2、roftheTeradataCenterforCustomerRelationshipManagementatDukeUniversity,proposedthatJournalofMarketing(JM)publishaspecialsection.Theproposalincludedactivitiesthatweredesignedtopromoteinteractionsamongmarketingacademicsandpractitioners;thegoalwastostimulatedialogueandnewresearchonCRM.Ifo
3、undtheproposalattractivebecauseCRMisabroad-basedtopicthatinterestsmanymarketers.Afterextensivediscussion,theAmericanMarketingAssociation(AMA)andtheTeradataCenterformallyagreedtocosponsorthespecialsection.Subsequently,therewasacon-ferenceonRelationshipMarketingandCustomerRelationshipMa
4、nagement(cochairedbyMichaelEhret,WesleyJohnston,MichaelKleinaltenkamp,andLouPelton)thattookplaceatFreieUniversitätBerlininthesummerof2003;1aconferenceonCustomerManagement(cosponsoredbytheMarketingScienceInstituteandtheTeradataCenter)thatwasheldatDukeUniversityinMarch2004;andtwospecial
5、sessionsonCRMthatwerefeaturedattheAMAWinterEducators’ConferenceheldinSanAntonio,Tex.,inFebruary2005.Theconferencesprovidedmanyopportunitiesfordialogue,andtheresponsefrommarketerswhoattendedtheseeventswasenthusiastic.IalsoinvitedRichardStaelinandWilliamBoulding(ExecutiveCodirectorofthe
6、TeradataCenter)toworkwithmeasconsultingeditorsforthespecialsection,andtheyagreed.AcallforpapersrequestedthatauthorssubmittheirmanuscriptstoJMbyMay2004.TheconsultingeditorsandIevaluatedeverysubmissionwiththeassistanceofanexpertpanelthatincludedLeonardBerry,JohnDeighton,MichaelEhret,Chr
7、istianGrönroos,SunilGupta,WayneHoyer,WagnerKamakura,WesleyJohnston,DonaldR.Lehmann,CharlotteMason,CarlMela,ScottNeslin,RolandRust,MichelWedel,andValarieZeithaml.AllsubmissionsunderwentJM’sstandarddouble-blindreviewprocess,andmembersofJM’seditorialreviewboardservedasreviewers.Iwouldlik
8、etoex
