Aligning IT and marketing — The impact of database marketing and CRM
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This paper discusses the conceptual differences between database marketing and customer relationship management (CRM) with a focus on the use of information technology (IT) in both practices. Practical experiences and the results of academic research are considered when Henderson and Venkatraman's strategic alignment model is applied for the identification of typical paths of alignment between marketing and IT for the two concepts. Two cases are described in order to illustrate the alignment processes. It is shown that the model is useful for further clarification of the conceptual distinctions between database marketing and CRM. The developed alignment perspectives provide an integrated view of the managerial challenges which companies face while pursuing IT-enhanced marketing strategies.