Customer Relationship Management


The concept explains what CRM is, what benefits it can deliver, within which contexts it can be used, how it can be implemented and how CRM technologies can be deployed to support customer management strategies and objectives.

Technique Overview

Customer Relationship Management

Customer Relationship Management 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 Description *

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Business Evidence

Customer Relationship Management Strengths *

Customer Relationship Management Weaknesses *

Examples of Customer Relationship Management *

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Business Application

Customer Relationship Management Implementation *

Success Factors of Customer Relationship Management *

Measures of Customer Relationship Management *

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Professional Tools

Customer Relationship Management Videos *

Customer Relationship Management Downloads *

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Further Reading

Customer Relationship Management Web Resources *

Customer Relationship Management Print Resources *

Customer Relationship Management 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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