文档介绍:Age of : the radical concept of marketing control through customer relationship management  Original Research Article
Information anization
this paper, we present a poststructuralist analysis of customer database technology. This approach allows us to regard customer databases as configurations of language that produce new and significant discursive effects. In particular, we focus on the role of databases and related technologies such as customer relationship management (CRM) in the discursive construction of both customers and customer relationships. First, we argue anizations e the authors of customer identities, using the language of the database to configure customer representation. From this perspective, we can see the radical innovation that the customer database brings to anizational construction of its market: the emergence of the individualized customer. The cultural novelty of the database—ignored by instrumental analyses of information technology—also requires a theoretical reconceptualization of the notion of virtual identity. Against existing positions, we posit a non-essentialist theory of virtual identity where the subject is constituted outside the immediacy of consciousness and thus emerges as the result of the technological and linguistic context in which it was produced. Second, we take our analysis of the discursive construction of the customer further by proposing that the emergence of the individualized customer was the prerequisite of the social construction of CRM as one-on-one affair between the customer and anization. We suggest that this is a limited and limiting understanding of the concept of customer relationships especially if the one-on-one relationship is placed in puter-mediated environment (CME). By mobilizing theories of play developed in the fields of puter interaction and consumer research, we propose anizations would benefit from opening up the current discourse on CRM to include relationships between customers, customers an