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
Customer relationship management: the evolving role of customer data
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Customer portfolio analysis practices in different exchange contexts
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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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•Journal Article
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