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The advent of interactive marketing. most corporations must now “market in a digital world”. the “always on” consumer (and business consumer too) is able, and. Adrian payne, pennie frow (2005) a strategic framework for customer relationship management. journal of marketing: october 2005, vol. 69. 1. introduction . marketing and corporate communications are the main persuasive element the organization can use to connect with its markets by communicating ideas.