This research examines the impact of CRM capabilities and marketing effectiveness and the role of intervening variables Interactive Marketing Implementation (IMI) as mediator, in the context of wireless telecommunication industry in Indonesia. Differ from prior research that often see CRM capability in technological perspective per se, this research uses a holistic perspective toward CRM capabilities that comprises three dimensions of capability that is complementary to each other: (1) technological capability, as a data processing instrument to support marketing activities; (2) operational capability, to support firms collecting past customer transaction information, demographics, psychographics, media and channel preferences; and (3) strategic capability, to embrace the implementation of relationship management strategies throughout the whole organization. To cover phenomena in the digital economy, this study deploys a three-part typology of interactive marketing, according to ways of interacting with new media; (1) relational-based, (2) content-based, and (3) interface-based.

• Evi Rinawati Simanjuntak(Bina Nusantara University, Indonesia)
• Firmanzah(Universitas Indonesia, Indonesia)
• T. Ezni Balqiah(Universitas Indonesia, Indonesia)
• Teddy Pawitra(Universitas Indonesia, Indonesia)