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Ethical dilemmas in customer relationship management

In: Ethics in Marketing and Communications

Author

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  • Mary McKinley

Abstract

This chapter looks at the ethical nature of customer relationship management (CRM) in organisations and examines whether or not the trust on which data collection and storage depend are justified. Knowledge about customers and clients has become one of the most critical driving forces for business success, and intelligent organisations believe that knowing as much about the customer as possible is an asset that grows with time and gives the organisation the ability to continuously compete and innovate (Gupta, Lakshmi and Aronson, 2000).

Suggested Citation

  • Mary McKinley, 2012. "Ethical dilemmas in customer relationship management," Palgrave Macmillan Books, in: Mary M. McKinley (ed.), Ethics in Marketing and Communications, chapter 4, pages 51-67, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-36714-2_4
    DOI: 10.1057/9780230367142_4
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