文档介绍：:anizationthispaper,,wefocusontheroleofdatabasesandrelatedtechnologiessuchascustomerrelationshipmanagement(CRM),etheauthorsofcustomeridentities,,anizationalconstructionofitsmarket:—ignoredbyinstrumentalanalysesofinformationtechnology—,wepositanon-,wetakeouranalysisofthediscursiveconstructionofthecustomerfurtherbyproposingthattheemergenceoftheindividualizedcustomerwastheprerequisiteofthesocialconstructionofCRMasone-on--on-puter-mediatedenvironment(CME).puterinteractionandconsumerresearch,anizationswouldbenefitfromopeningupthecurrentdiscourseonCRMtoincluderelationshipsbetweencustomers,customersandnon-customers,:,CRM,-to-:themanagerialimperativeofplayfulCRMAcknowledgementsReferencese-OriginalResearchArticleIndustrialMarketingManagementInthedigitalmarket,rafficinabusinesstocustomerWebsiteisvitaltoanonlinebusiness'-businesstogrow,asystemmustbedevisedtoprovidecustomers'--customers,andusesamentalcognitivemodeltoidentifythefourimportantdimensionsofe-customerbehavior,abstracttheirb