Introduction.- 1. IT is Business: Some Emerging Reflections an IT Governance of CTM Projects.- 2. The Theoretical Framework of CRM.- 3. CRM Project Organization in the Financial Industry.- 4. CRM 2-0 in the Financial Industry.- 5. The Organization of Data Warehouse Activities.- 6. Organization of Knowledge Discovery and Customer Insight Activities.- 7. Data Mining Techniques.- 8. The Evolution of Customer Relationship and Customer Value.- 9. Main Benefits and Organizational Impacts of CRM within the Bank.- 10. Data Mining Systems supporting the Marketing Functions: The Experience of Banca Monte dei Pachi di Siena.- 11. Conclusion.
