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A Strategic framework for customer relationship management
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
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 |