Alvin J. Williams, Ph.D.
Alvin J. Williams, Ph.D., Chair and Professor of Marketing, University of Southern Mississippi, 601/266-4634; Alvin.Williams@usm.edu
The paper highlights the strategic and operational efficacy of integrating customer relationship management (CRM) within the fabric of supply chain management mandates. CRM is presented as a comprehensive business model with revenue implications. As supply chain managers grapple with an array of stakeholder challenges, it is essential to integrate customers from a CRM perspective.