Adopting customer relationship management technology

Industrial Management and Data Systems - Tập 102 Số 8 - Trang 442-452 - 2002
YurongXu1, David C.Yen2, BinshanLin3, David C.Chou4
1Miami University, Oxford, Ohio. USA
2Department of DSC & MIS, Miami University, Oxford, Ohio, USA
3Department of Management and Marketing, Louisiana State University‐Shreveport, Shreveport, Louisiana, USA
4Department of Finance & CIS, Eastern Michigan University, Ypsilanti, Michigan, USA

Tóm tắt

Now customer relationship marketing (CRM) solutions might be the hottest topic in business world. CRM impelled the growth of both B2B and B2C markets. But the issue is how to apply the cutting‐edge CRM solutions. Do people really understand what CRM is and why they should install CRM? The mistaken concept of CRM may have disastrous effects on the company. This paper begins with the basic concepts of CRM, elaborates the characteristics, reviews its brief history and addresses the current status of CRM. Then it develops the extended concepts of CRM from micro‐ and macro‐ perspectives. In the “Implementation and tips” section, it concludes the proper steps to approach CRM and how to bear a right attitude towards CRM solutions. Related Government rules are also covered.

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Tài liệu tham khảo

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