CRM in Sales-Intensive Organizations: A Review and Future Directions

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

John G. Tanner

affiliation not provided to SSRN

Michael Ahearne

University of Houston - C.T. Bauer College of Business

Thomas Leigh

affiliation not provided to SSRN

Charlotte Mason

University of Georgia

William Moncrief

Texas Christian University

Date Written: Spring 2005

Abstract

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

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

John G. Tanner

affiliation not provided to SSRN ( email )

Michael Ahearne (Contact Author)

University of Houston - C.T. Bauer College of Business ( email )

334 Melcher Hall
Houston, TX 77204-6021
United States
713-743-4155 (Phone)
713-743-4572 (Fax)

HOME PAGE: http://www.bauer.uh.edu/Directory/profile.asp?firstname=Michael&lastname=Ahearne

Thomas Leigh

affiliation not provided to SSRN ( email )

Charlotte Mason

University of Georgia ( email )

Athens, GA 30602-6254
United States

William Moncrief

Texas Christian University ( email )

Fort Worth, TX 76129
United States

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