Customer Relationship Management (CRM): An In-Depth Analysis
Mahesh Raisinghani (TWU School of Management, USA), Abdu Albur (Ministry of Education in the Kingdom of Saudi Arabia, Dhahran, Eastern Province, Saudi Arabia), Sue Leferink (Montana Department of Commerce, USA), Thomas Lyle (PNC, USA) and Stephen Proctor (CSC, USA)
Copyright: © 2009
This chapter discusses customer relationship management (CRM) as a customer-focused business strategy enhanced by technology that automates and enhances business processes to proactively manage profitable and long-term customer relationships. CRM solutions span a continuum of implementations from a narrow tactical implementation of a specific technical solution to a broad strategic implementation of a customer centric solution. Furthermore, the authors hope that understanding the underlying assumptions and theoretical constructs through the use of CRM will not only inform researchers of a better CRM design for studying e-commerce and Internet marketing, but also assist in the understanding of intricate relationships between different factors.