ABSTRACT
This conclusion presents some closing thoughts on the concepts covered in the preceding chapters of this book. In The Dark Side of CRM, it has 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. The dark side cases are numerous and many examples have been highlighted in this book. We believe that to succeed in today's competitive markets, it is not enough to focus solely on customers needs and wants, but also to recognise that to develop long-term relationships firms must adopt a responsible and fair approach to marketing and CRM. At the management level, it is important to recognise that individuals must possess the sturdiness and ability to deal with failure.
