Customer husbandry : the rearing, growing and fleecing of customers

Ian F. Wilkinson; Penny Frow; Adrian Payne; Louise C. Young; Daniela Spanjaard; Sara M. Denize; Neeru Sharma

Customer husbandry : the rearing, growing and fleecing of customers

Ian F. Wilkinson, Penny Frow, Adrian Payne, Louise C. Young, Daniela Spanjaard, Sara M. Denize, Neeru Sharma

School of Business

Research output: Chapter in Book / Conference Paper › Conference Paper

Abstract

The management of customer relationships has been the subject of much research, but its 'dark side' has been given little attention. The potential for exploitation inherent in customer relationship management is highlighted and analyzed via comparison with the principles of animal husbandry, i.e. the way farmers "manage" their farm animals. The comparison serves to dramatize some of the potential problems and side effects of the widespread diffusion and adoption of relationship marketing and CRM rhetoric, theory and methods and leads us to reconsider the nature, role and value of these in today's business enterprise.

Original language	English
Title of host publication	Marketing: Shifting the Focus from Mainstream to Offbeat: Proceedings of the Australian and New Zealand Marketing Academy Conference, held 1 - 3 December 2008, Olympic Park, Sydney, N.S.W.
Publisher	Promaco Conventions for the ANZAM 2008 Conference
Number of pages	8
ISBN (Print)	1863081445
Publication status	Published - 2008
Event	Australian and New Zealand Marketing Academy Conference - Duration: 1 Dec 2013 → …

Conference

Conference	Australian and New Zealand Marketing Academy Conference
Period	1/12/13 → …

Keywords

relationship marketing
customer relations
business enterprises
consumers
exploitation

Cite this

Wilkinson, I. F., Frow, P., Payne, A., Young, L. C., Spanjaard, D., Denize, S. M., & Sharma, N. (2008). Customer husbandry : the rearing, growing and fleecing of customers. In Marketing: Shifting the Focus from Mainstream to Offbeat: Proceedings of the Australian and New Zealand Marketing Academy Conference, held 1 - 3 December 2008, Olympic Park, Sydney, N.S.W. Promaco Conventions for the ANZAM 2008 Conference.

Wilkinson, Ian F. ; Frow, Penny ; Payne, Adrian et al. / Customer husbandry : the rearing, growing and fleecing of customers. Marketing: Shifting the Focus from Mainstream to Offbeat: Proceedings of the Australian and New Zealand Marketing Academy Conference, held 1 - 3 December 2008, Olympic Park, Sydney, N.S.W.. Promaco Conventions for the ANZAM 2008 Conference, 2008.

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title = "Customer husbandry : the rearing, growing and fleecing of customers",

abstract = "The management of customer relationships has been the subject of much research, but its 'dark side' has been given little attention. The potential for exploitation inherent in customer relationship management is highlighted and analyzed via comparison with the principles of animal husbandry, i.e. the way farmers {"}manage{"} their farm animals. The comparison serves to dramatize some of the potential problems and side effects of the widespread diffusion and adoption of relationship marketing and CRM rhetoric, theory and methods and leads us to reconsider the nature, role and value of these in today's business enterprise.",

keywords = "relationship marketing, customer relations, business enterprises, consumers, exploitation",

author = "Wilkinson, {Ian F.} and Penny Frow and Adrian Payne and Young, {Louise C.} and Daniela Spanjaard and Denize, {Sara M.} and Neeru Sharma",

year = "2008",

language = "English",

isbn = "1863081445",

booktitle = "Marketing: Shifting the Focus from Mainstream to Offbeat: Proceedings of the Australian and New Zealand Marketing Academy Conference, held 1 - 3 December 2008, Olympic Park, Sydney, N.S.W.",

publisher = "Promaco Conventions for the ANZAM 2008 Conference",

note = "Australian and New Zealand Marketing Academy Conference ; Conference date: 01-12-2013",

}

Wilkinson, IF, Frow, P, Payne, A, Young, LC, Spanjaard, D, Denize, SM & Sharma, N 2008, Customer husbandry : the rearing, growing and fleecing of customers. in Marketing: Shifting the Focus from Mainstream to Offbeat: Proceedings of the Australian and New Zealand Marketing Academy Conference, held 1 - 3 December 2008, Olympic Park, Sydney, N.S.W.. Promaco Conventions for the ANZAM 2008 Conference, Australian and New Zealand Marketing Academy Conference, 1/12/13.

Customer husbandry : the rearing, growing and fleecing of customers. / Wilkinson, Ian F.; Frow, Penny; Payne, Adrian et al.
Marketing: Shifting the Focus from Mainstream to Offbeat: Proceedings of the Australian and New Zealand Marketing Academy Conference, held 1 - 3 December 2008, Olympic Park, Sydney, N.S.W.. Promaco Conventions for the ANZAM 2008 Conference, 2008.

Research output: Chapter in Book / Conference Paper › Conference Paper

TY - GEN

T1 - Customer husbandry : the rearing, growing and fleecing of customers

AU - Wilkinson, Ian F.

AU - Frow, Penny

AU - Payne, Adrian

AU - Young, Louise C.

AU - Spanjaard, Daniela

AU - Denize, Sara M.

AU - Sharma, Neeru

PY - 2008

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N2 - The management of customer relationships has been the subject of much research, but its 'dark side' has been given little attention. The potential for exploitation inherent in customer relationship management is highlighted and analyzed via comparison with the principles of animal husbandry, i.e. the way farmers "manage" their farm animals. The comparison serves to dramatize some of the potential problems and side effects of the widespread diffusion and adoption of relationship marketing and CRM rhetoric, theory and methods and leads us to reconsider the nature, role and value of these in today's business enterprise.

AB - The management of customer relationships has been the subject of much research, but its 'dark side' has been given little attention. The potential for exploitation inherent in customer relationship management is highlighted and analyzed via comparison with the principles of animal husbandry, i.e. the way farmers "manage" their farm animals. The comparison serves to dramatize some of the potential problems and side effects of the widespread diffusion and adoption of relationship marketing and CRM rhetoric, theory and methods and leads us to reconsider the nature, role and value of these in today's business enterprise.

KW - relationship marketing

KW - customer relations

KW - business enterprises

KW - consumers

KW - exploitation

UR - http://handle.uws.edu.au:8081/1959.7/46065

M3 - Conference Paper

SN - 1863081445

BT - Marketing: Shifting the Focus from Mainstream to Offbeat: Proceedings of the Australian and New Zealand Marketing Academy Conference, held 1 - 3 December 2008, Olympic Park, Sydney, N.S.W.

PB - Promaco Conventions for the ANZAM 2008 Conference

T2 - Australian and New Zealand Marketing Academy Conference

Y2 - 1 December 2013

ER -

Wilkinson IF, Frow P, Payne A, Young LC, Spanjaard D, Denize SM et al. Customer husbandry : the rearing, growing and fleecing of customers. In Marketing: Shifting the Focus from Mainstream to Offbeat: Proceedings of the Australian and New Zealand Marketing Academy Conference, held 1 - 3 December 2008, Olympic Park, Sydney, N.S.W.. Promaco Conventions for the ANZAM 2008 Conference. 2008

Customer husbandry : the rearing, growing and fleecing of customers

Abstract

Conference

Keywords

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