Abstract
Since the early nineties, the concept of Efficient Consumer Response (ECR) via vertical collaboration has raised the potential level of collaboration among manufacturers and retailers to new heights. ECR consists of two areas of cooperation: logistics and marketing. ECR implementation in the consumer goods market to date has been primarily in logistics because there potential cost reductions are obtainable more easily.
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© 2003 Springer-Verlag Berlin Heidelberg
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Kracklauer, A., Mills, Q., Seifert, D. (2003). Collaborative Customer Relationship Management — A New Way to Boost CRM. In: Kamenz, U. (eds) Applied Marketing. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-18981-4_9
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DOI: https://doi.org/10.1007/978-3-642-18981-4_9
Publisher Name: Springer, Berlin, Heidelberg
Print ISBN: 978-3-642-62392-9
Online ISBN: 978-3-642-18981-4
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