| Publisher | Erasmus University Rotterdam | ||
|---|---|---|---|
| Format | 370.7KB PDF | Date added | 26 Jan 2005 |
| Topics | CRM Software | ||
| Downloads | 60 | ||
The term CRM, Customer Relationship Management, is one of the most applied concept both in Marketing and IT literature and applications. CRM is most of the time used as a replacement of a misleading narrow term: Relationship Management (RM). Operations, Customer Service, Sales, human resources, credit controls are essential ingredients in the customer satisfaction blender. The paper concludes that the definition of CRM is also its objective: the development and maintenance of mutually beneficial long-term relationships with strategically significant customers.
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