Abstract

http://ssrn.com/abstract=371023
 
 

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Further Thoughts on Crm


Peter C. Verhoef


University of Groningen - Department of Marketing & Marketing Research

Fred Langerak


Erasmus University Rotterdam (EUR) - Rotterdam School of Management (RSM); Erasmus Research Institute of Management (ERIM)

17 2002 9,

ERIM Report Series Reference No. ERS-2002-83-MKT

Abstract:     
Skepticism and disappointment have replaced the initial enthusiasm about CRM. The disappointing results of CRM-projects are often related to difficulties that managers encounter in embedding CRM in their strategy and organization structure. In this article we present a classification scheme on how CRM can be strategically embedded in organizations using the value disciplines of Treacy and Wiersema. We use the findings from three case studies to illustrate our classification. Based on these case studies and interviews with managers we distinguish between strategic and tactical CRM, and derive important issues that managers should consider before successfully implementing CRM.

Number of Pages in PDF File: 33

Keywords: customer relationship management, marketing strategy, marketing performance

JEL Classification: M, M31, C44

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Date posted: February 5, 2003  

Suggested Citation

Verhoef, Peter C. and Langerak, Fred, Further Thoughts on Crm (17 2002 9,). ERIM Report Series Reference No. ERS-2002-83-MKT. Available at SSRN: http://ssrn.com/abstract=371023

Contact Information

Peter C. Verhoef (Contact Author)
University of Groningen - Department of Marketing & Marketing Research ( email )
Netherlands
Fred Langerak
Erasmus University Rotterdam (EUR) - Rotterdam School of Management (RSM) ( email )
P.O. Box 1738
Room T08-21
3000 DR Rotterdam, 3000 DR
Netherlands
Erasmus Research Institute of Management (ERIM)
P.O. Box 1738
3000 DR Rotterdam
Netherlands
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