ABSTRACT
There is a distinct gap for a book of this type, reflecting both the maturity of customer relationship management (CRM) deployment and the growing awareness of CRM’s dark side. In The Dark Side of CRM, we have included original and recent works exploring the current nature of CRM and the darker side of organisations’ and consumers’ behaviours within this area of marketing. In this final chapter, we discuss the managerial implications of the dark side and the ways in which some of the dark side can be overcome, or at least minimised.
