Applications of Dynamic Program Analysis in a CRM Process: A Futuristic Concept

International Journal of Scientific and Research Publications, Vol. 2, Issue 4, pp. 306-318, April 2012

13 Pages Posted: 20 Apr 2012

See all articles by Debabrata Das

Debabrata Das

West Bengal University of Technology - Bengal School Of Technology & Management; Institute of Electrical and Electronics Engineers, Inc. (IEEE)

Prasenjit Kundu

Bengal School Of Technology

Date Written: April 10, 2012

Abstract

Being a much talked about topic in today’s business environment, Customer Relationship Management is an area of modern marketing management where there is wide scope for conceptual and empirical research. Recent empirical study has resulted in the development of a CRM process model viz; PREMASA Model, which attempts to integrate the aspects of relationship marketing with consumer behaviour by incorporating the concept of cognitive dissonance. Implementing PREMASA model requires lots of practical considerations including developing an application software program which can measure, track, store and retrieve key parameters related with CRM. In this paper, first a measurement module which will be an important part of future CRM software , has been conceptualized and then applying the concept of software reverse engineering and dynamic program analysis a conceptual process has been developed through which the proposed measurement module can be inserted into an existing CRM software without altering its execution at runtime.

Suggested Citation

Das, Debabrata and Kundu, Prasenjit, Applications of Dynamic Program Analysis in a CRM Process: A Futuristic Concept (April 10, 2012). International Journal of Scientific and Research Publications, Vol. 2, Issue 4, pp. 306-318, April 2012 . Available at SSRN: https://ssrn.com/abstract=2042588

Debabrata Das (Contact Author)

West Bengal University of Technology - Bengal School Of Technology & Management ( email )

West Bengal
India

Institute of Electrical and Electronics Engineers, Inc. (IEEE) ( email )

United States

Prasenjit Kundu

Bengal School Of Technology ( email )

PO: Rishra, DT: Hooghly
India

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