Customer Relationship Management: A Theoretical Overview and the High Cost of Failure (a Case Study)
Submitting Campus
Daytona Beach
Department
Management, Marketing, & Operations
Document Type
Conference Proceeding
Publication/Presentation Date
9-2007
Abstract/Description
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.
Sponsorship/Conference/Institution
Third Annual Business and Leadership Symposium
Location
College of Business and Leadership, Fort Hays State University, Hays, Kansas
Scholarly Commons Citation
Curtis, T., Barrere, D., & Griffin, T. (2007). Customer Relationship Management: A Theoretical Overview and the High Cost of Failure (a Case Study). , (). Retrieved from https://commons.erau.edu/publication/94
Included in
Business Administration, Management, and Operations Commons, Operations and Supply Chain Management Commons, Sales and Merchandising Commons
