DOI: 10.5716/978-981-08-9493-1_IE60
Authors: Beate Hubrich and Prof. Dr. Klaus D. Wilde
Abstract:
This paper indicates the current status of the research within the area of the strategic CRM, its basis and appropriate problem definitions. The research project and flow are described in order to form a procedural model and to answer research questions - defining strategic CRM and its practical application.
Keywords: Relationship Management; CRM; Customer Relationship Management; Strategic Management; CRM-process
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