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 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
Strengths, weaknesses and examples of Customer Relationship Management *
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Business Application
Implementation, success factors and measures of Customer Relationship Management *
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Professional Tools
Customer Relationship Management videos and downloads *
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Further Reading
Customer Relationship Management web and 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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