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Daytona Beach


Management, Marketing, & Operations

Document Type

Conference Proceeding

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Despite the significant benefits offered by the customer relationship management (CRM) strategy together with advanced technology, there is still a high rate of companies who fail to see results promised by CRM in order to achieve a competitive advantage. A review of the empirical literature together with the case study of the CRM implementation within a midsize financial firm will result in deeper understanding of current CRM practices that could contribute to better planning, selection, and implementation of customer relationship management programs.


College of Business and Leadership, Fort Hays State University, Hays, Kansas