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Effectiveness of Customer Relationship Management Programs

Author

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  • Evgeni Stanimirov

    (University of Economics, Varna, Bulgaria)

Abstract

Customer relationship management (CRM) has been among the most widely debated topics in the field of marketing during the last decade. Regardless of the significant interest the subject matter has witnessed, the extant empirical studies in the field in Bulgaria are somewhat incidental and limited in scope. The article focuses on CRM programs as a technique for structuring customer relationship management activities within organizations. The paper presents and analyzes evaluation practices of CRM program effectiveness in companies specializing in providing marketing services to the B2B market in Bulgaria

Suggested Citation

  • Evgeni Stanimirov, 2013. "Effectiveness of Customer Relationship Management Programs," Economic Alternatives, University of National and World Economy, Sofia, Bulgaria, issue 3, pages 41-50, September.
    • Handle: RePEc:nwe:eajour:y:2013:i:3:p:41-50
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    File URL: http://www.unwe.bg/uploads/Alternatives/A04-03.2013.pdf
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    More about this item

    Keywords

    CRM; CRM program effectiveness;

    JEL classification:

    • D40 - Microeconomics - - Market Structure, Pricing, and Design - - - General
    • L11 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Production, Pricing, and Market Structure; Size Distribution of Firms
    • Q51 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics - - - Valuation of Environmental Effects

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