The ultimate goal of customer relationship management may be to offer customized products and services at a cost people are willing to pay As this case study explains, that goal implies no easy task: the realignment of business processes across your supply chain.

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Personalization is a major "value add" that IT Can bring to the e-business table, whether by Providing consumers a one-to-one w-marketing Experience or giving front-office users and Trading partners a customized view of business Content Marketing will never be the same.