Further Thoughts on Crm

33 Pages Posted: 5 Feb 2003  

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)

Date Written: 17 2002 9,

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.

Keywords: customer relationship management, marketing strategy, marketing performance

JEL Classification: M, M31, C44

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: https://ssrn.com/abstract=371023

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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