Revisiting the Use of Customer Information for CRM
AbstractFor the past decade, customer relationship management (CRM) has been one of the priorities in marketing research and practice. However, many of the CRM systems did not perform as the companies expected. As such shortcoming could be due to inappropriate data input, this study provides a comprehensive overview of the empirical CRM literature. Along the phases of the CRM process, the authors show which kind of data has successfully proven to achieve the CRM objectives. The study provides researchers with a review of the empirical research on CRM and allows practitioners insights on the usability of customer data for CRM. --
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Bibliographic InfoPaper provided by ZBW - German National Library of Economics in its series EconStor Preprints with number 48552.
Date of creation: 25 Jul 2011
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Customer Relationship Management (CRM); Customer Data;
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- M31 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - Marketing
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