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Strategic Customer Relationship Management Today

In: Customer Relationship Management

Author

Listed:
  • V. Kumar

    (Georgia State University)

  • Werner Reinartz

    (University of Cologne)

Abstract

The use of customer relationship management (CRM) as a strategic approach has become increasingly popular in recent decades, and that trend shows no signs of changing. It is critical for businesses to understand how strategic and customer-centric CRM can support their efforts to achieve their corporative objectives. Thus, this first chapter offers a detailed overview of the key terms and introduces important constructs that readers will need to recognize and understand if they hope to gain full comprehension of this topic. After defining strategic CRM in its current state and putting it in context with respect to the changing fields of consumers, the marketplace, technology, and the marketing function, this chapter outlines the benefits of strategic management of customer value. Finally, it details insights into the past, current, and future developments that have marked and continue to influence strategic CRM.

Suggested Citation

  • V. Kumar & Werner Reinartz, 2012. "Strategic Customer Relationship Management Today," Springer Texts in Business and Economics, in: Customer Relationship Management, edition 2, chapter 1, pages 3-20, Springer.
    • Handle: RePEc:spr:sptchp:978-3-642-20110-3_1
    DOI: 10.1007/978-3-642-20110-3_1
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    Cited by:

    1. Gutsche, Jörg & Löber, Gerrit & Nagel, Christoph & Schmäh, Marco, 2017. "ROMI-Quantifizierung mittels des digitalen Schattens," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 34(4), pages 76-83.
    2. Obaid Mobarak Al-Shuridah & Nelson Oly Ndubisi, 2023. "The Effect of Sustainability Orientation on CRM Adoption," Sustainability, MDPI, vol. 15(13), pages 1-14, June.
    3. Gabriel Marín Díaz & Ramón Alberto Carrasco & Daniel Gómez, 2021. "RFID: A Fuzzy Linguistic Model to Manage Customers from the Perspective of Their Interactions with the Contact Center," Mathematics, MDPI, vol. 9(19), pages 1-27, September.
    4. Heimers, Regine & Rüger-Muck, Edith & Theuvsen, Ludwig, 2017. "Customer Engagement durch KMU-Loyalitätsprogramme? Eine Status-Quo-Analyse am Beispiel der Weinwirtschaft," PraxisWISSEN Marketing: German Journal of Marketing, AfM – Arbeitsgemeinschaft für Marketing, vol. 2(01/2017), pages 62-73.

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