CRM Under the Microscope: What is it and What Can it Do?
As firms pay greater attention to managing their relationships with customers, there has been a proliferation of interest in Customer Relationship Management (CRM). However, what constitutes a CRM initiative exactly, or whether it can help a firm perform better, remains still unclear. This Working Paper by Professors Reinartz, Krafft, and Hoyer seeks to clarify some of these issues, conceptualizing, operationalizing and validating the … [ Read more ]
Content: Article | Authors: Manfred Krafft, Wayne D. Hoyer, Werner Reinartz | Source: “INSEAD Knowledge” | Subjects: Customer Related, IT / Technology / E-Business