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Revisiting the Use of Customer Information for CRM


  • Reimer, Kerstin
  • Becker, Jan U.


For 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.

Suggested Citation

  • Reimer, Kerstin & Becker, Jan U., 2011. "Revisiting the Use of Customer Information for CRM," EconStor Preprints 48552, ZBW - German National Library of Economics.
  • Handle: RePEc:zbw:esprep:48552

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    Customer Relationship Management (CRM); Customer Data;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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