They are realizing the need for in-depth and integrated customer knowledge in order to build close cooperative and partnering relationships with their customers. More and more companies are adopting customer-centric strategies, programs, tools, and technology for efficient and effective customer relationship management. IntroductionĬustomer relationship management (CRM) has attracted the expanded attention of practitioners and scholars. CRM implementation challenges as well as CRM’s potential to become a distinct discipline of marketing are also discussed in this paper. Sheth | Abstract – Customer relationship management (CRM) has once again gained prominence amongst academics and practitioners. However, there is a tremendous amount of confusion regarding its domain and meaning. In this paper, the authors explore the conceptual foundations of CRM by examining the literature on relationship marketing and other disciplines that contribute to the knowledge of CRM. A CRM process framework is proposed that builds on other relationship development process models.
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