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A Strategic framework for customer relationship management

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In this article, the authors develop a conceptual framework for customer relationship management (CRM) that helps broaden the understanding of CRM and its role in enhancing customer value and, as a result, shareholder value. The development of this framework is a response to a challenge by researchers who criticize the severe lack of CRM research that takes a broader, strategic focus. They suggest that the absence of a strategic framework for CRM from which to define success is one reason for the disappointing results of many CRM initiatives. The authors propose a cross-functional, process-based CRM strategy framework that is aimed at helping firms avoid the potential problems associated with a narrow technological definition of CRM and realize its strategic benefits. The authors use an "interaction research" method based on the experiences of large industrial companies. This research represents a grounded contribution that offers managers insights into developing and implementing CRM strategies. .Printed Journal

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Ketersediaan

Call Number	Location	Available
	PSB lt.dasar - Pascasarjana	1

Penerbit	American Marketing Association.,
Edisi	-
Subjek	Customer relationship management Market strategy studies
ISBN/ISSN	222429
Klasifikasi	-
Deskripsi Fisik	-
Info Detail Spesifik	-
Other Version/Related	Tidak tersedia versi lain
Lampiran Berkas	Tidak Ada Data