Value-Based CRM |
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Authors: | Martin S Gneiser |
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Institution: | 1.FIM Research Center Finance & Information Management, Department of Information Systems Engineering & Financial Management,University of Augsburg,Augsburg,Germany |
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Abstract: | One major development within business practice is the increasing interest in customer relationship management (CRM) in recent
years. CRM thereby focuses on establishing and maintaining profitable relationships with the customer using modern information
technology (IT) and has emerged as a major research field in business and information systems engineering. However, despite
huge investments many CRM projects fail to achieve their objectives as the complex and interdisciplinary nature of CRM is
not addressed adequately. In fact an adoption of a customer-centric orientation within a value-based management requires not
only a cross-functional integration of different business departments but also a selectively adjusted collaboration of those
departments. |
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Keywords: | |
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