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Article Information:
Title:
Adopting customer relationship management technology
Author(s):
Yurong Xu, David C. Yen, Binshan Lin, David C. Chou
Journal:
Industrial Management & Data Systems
Year:
2002
Volume:
Issue:
Page:
442 - 452
ISSN:
0263-5577
DOI:
10.1108/02635570210445871
Publisher:
MCB UP Ltd
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Abstract:
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.
Keywords:
Business-to-business marketing, Customer orientation, Customer service, Relationship marketing, Supply chain management
Article Type:
Literature review