What is Customer Relationship Management (CRM)? "Customer relationship management enables companies to provide excellent real-time customer service through the effective use of individual account information (Kotler et al., 2009)."

Customer Relationship Management (CRM)

Concept Overview

Customer Relationship Management (CRM) Definition

Customer relationship management (CRM) comprises a set of processes and enabling systems supporting a business strategy to build long-term, profitable relationships with specific customers (Ngai et al., 2008:2592).

Customer Relationship Management (CRM) Description *

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Business Evidence

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Business Application

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Professional Tools

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Further Reading

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Customer Relationship Management (CRM) References (4 of up to 20) *

  • Baran, R., Galka, R. and Strunk, D. (2008) Customer Relationship Management. Thomson South-Western, Mason, OH.
  • Kotler, P., Keller, K.L., Brady, M., Goodman, M. and Hansen, T. (2009) Marketing Management. Pearson Education, Essex, UK.
  • Kumar, V. and Reinartz, W. J. (2006) Customer Relationship Management: A Database Approach. John Wiley and Sons, New York.
  • Ngai, E.W.T., Li, X. and Chau, D.C.K. (2008) Application of Data Mining Techniques in Customer Relationship Management: A Literature Review and Classification. Expert Systems with Applications, Vol. 36, pp. 2592-25260.

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