Journal of Personal Selling and Sales Management, Vol. 25, No. 2, pp. 169-180, 2005
12 Pages Posted: 6 Apr 2010 Last revised: 18 Apr 2010
Date Written: Spring 2005
With the advent of technology enabling greater customer tracking, more robust knowledge management, and direct customer communication, the implementation of customer relationship management (CRM) strategies has grown in importance with many implications for sales-intensive organizations. Implications of CRM strategy, analytical CRM, and operational CRM are discussed, particularly in terms of research opportunities. Although there are, no doubt, many other interesting and worthwhile research opportunities available, the nexus of technology, CRM, and sales-intensive go-to-market strategies provide myriad opportunities for exciting research.
Keywords: CRM, Salesforce Automation, Sales, Future Research
JEL Classification: M30, O30
Suggested Citation: Suggested Citation
Tanner, John G. and Ahearne, Michael and Leigh, Thomas and Mason, Charlotte and Moncrief, William, CRM in Sales-Intensive Organizations: A Review and Future Directions (Spring 2005). Journal of Personal Selling and Sales Management, Vol. 25, No. 2, pp. 169-180, 2005. Available at SSRN: https://ssrn.com/abstract=1584771