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
Gestion de la Relation Client et performance des PME
TL;DR: In this article, a study of 439 dirigeants of the PME was conducted and the results showed that the perspective temporelle du dirigeant and son orientation de marche ont un impact important on le type de strategie relationnelle conduite and les outils de suivi et de gestion de la relation mis en œuvre.
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Cross-Functional Processes in Customer Relationship Management
TL;DR: In this paper, the authors emphasize the need for cross-functional approach to CRM which includes analyzing the five key processes: strategy development, value creation, integration of communication channels, information management and performance evaluation.
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Customer relationship management concept and competitiveness of companies from Western Balkans
TL;DR: In this paper, an analysis of the concept of customer relationship management and competitiveness of companies from Western Balkans is presented, and specific recommendations for improving the competitiveness of countries from the Western Balkans within regional and global frames.
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Analyzing behavior in customer relationships accounting for customer-to-customer interactions
Hans Risselada
- 01 Jan 2012
TL;DR: In this article, the authors present a modelleren van klantgedrag aan het veranderen of CRM, and geeft aan hoe belangrijk het model-learner van het gedrag is in de marketingpraktijk.
Building Brand Equity through Perfect Customer Relationship Management
Defeng Yang
- 26 Nov 2010
TL;DR: In this paper, the authors address how to build brand equity through CRM and customer service and give some managerial implications, for example, formulating a comprehensive CRM system, integrating the competitive reaction into CRM process, formally establishing the CRM project team, arranging strategic commitments and rewards, is stressed.
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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 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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