Journal Article10.1509/JMKG.2005.69.4.155
A Customer Relationship Management Roadmap: What Is Known, Potential Pitfalls, and Where to Go
TL;DR: In this article, the authors describe how the special section on customer relationship management (CRM) was developed and describe the activities that were designed to promote interactions among marketing academics and practitioners.
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Abstract: The goal of this preface is to describe how the special section on customer relationship management (CRM) was developed. In May 2003, Richard Staelin, Executive Director of the Teradata Center for Customer Relationship Management at Duke University, proposed that Journal of Marketing (JM) publish a special section. The proposal included activities that were designed to promote interactions among marketing academics and practitioners; the goal was to stimulate dialogue and new research on CRM. I found the proposal attractive because CRM is a broad-based topic that interests many marketers. After extensive discussion, the American Marketing Association (AMA) and the Teradata Center formally agreed to cosponsor the special section. Subsequently, there was a conference on Relationship Marketing and Customer Relationship Management (cochaired by Michael Ehret, Wesley Johnston, Michael Kleinaltenkamp, and Lou Pelton) that took place at Freie Universitat Berlin in the summer of 2003; a conference on Cus...
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Citations
Strategic customer relationship management and sustainable competitive advantage of small and medium-sized enterprises in ogun state, nigeria
O. O. Shodunke,Victoria O. Akpa,DR. O. G. MAKINDE (PhD),I. A. Nwankwere +3 more
- 20 May 2022
TL;DR: This study examines the effect of strategic customer relationship management on the performance of small and medium-sized enterprises in Ogun State, Nigeria, finding a significant positive impact on sustainable competitive advantage.
Marketing Strategies for
Robert P. King,Donald W. Lybecker +1 more
- 01 Jan 2016
TL;DR: In this paper, a model designed to identify preferred postharvest marketing strategies for pinto bean producers is presented, which evaluates flexible strategies that use current market information to determine whether or not storage should continue.
References
The Commitment-Trust Theory of Relationship Marketing
Robert Morgan,Shelby D. Hunt +1 more
TL;DR: Relationship marketing, established, developing, and maintaining successful relational exchanges, constitutes a major shift in marketing theory and practice as mentioned in this paper, after conceptualizing relationship relationships as a set of relationships.
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Evolving to a New Dominant Logic for Marketing
Stephen L. Vargo,Robert F. Lusch +1 more
TL;DR: The authors argue that service provision rather than goods is fundamental to economic exchange and argue that the new perspectives are converging to form a new dominant logic for marketing, one in which service provision is fundamental for economic exchange.
Conceptualizing, measuring, and managing customer-based brand equity
TL;DR: In this article, a conceptual model of brand equity from the perspective of the individual consumer is presented, which is defined as the differential effect of brand knowledge on consumers' perceptions of the brand.
The Effect of a Market Orientation on Business Profitability
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TL;DR: In this paper, the authors have been observing for more than three decades that business performance is affected by market orientation, yet to date there has been no valid measure of market orientation.
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•Journal Article
Evolving New Dominant Logic for Marketing
TL;DR: The authors in this article argue that the new perspectives are converging to form a new dominant logic for marketing, one in which service provision rather than goods is fundamental to economic exchange, and explore this evolving logic and the corresponding shift in perspective for marketing scholars, marketing practitioners, and marketing educators.
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