Beyond the hype

February, 2002    SAI-040 Beyond the hype Dr Brian Smith and Dr Moira Clark outline the critical factors for successful customer relationship management. The trick, as ever, is to deduce the sense from the hype which, through a rigorous research...

Culture clash

July, 2002    SAI-001 Culture clash Corporate culture is the biggest barrier to effective marketing and attempts to manage it often fail. Dr Brian Smith reveals how ‘going with the grain’ is often the better way.

Achieving Excellence in CRM

October, 2002    SAI-044 Achieving Excellence in CRM This is a report of the Cranfield CRM Research Forum’s work in 2001/2, the first year of its operation. The work of the Forum is based upon a research programme that includes both primary...

Ten steps to success

January, 2003    SAI-002 Ten steps to success Dr Brian Smith and Professor Malcolm McDonald reveal how to use Strategy Diagnostics to test the strength of your marketing strategy before it is implemented.