Please use this identifier to cite or link to this item: http://hdl.handle.net/10419/48552
Authors: 
Reimer, Kerstin
Becker, Jan U.
Year of Publication: 
25-Jul-2011
Series/Report no.: 
Arbeitspapiere des Lehrstuhls für Innovation, Neue Medien und Marketing, Institut für Betriebswirtschaftslehre, Universität Kiel
Abstract: 
For the past decade, customer relationship management (CRM) has been one of the priorities in marketing research and practice. However, many of the CRM systems did not perform as the companies expected. As such shortcoming could be due to inappropriate data input, this study provides a comprehensive overview of the empirical CRM literature. Along the phases of the CRM process, the authors show which kind of data has successfully proven to achieve the CRM objectives. The study provides researchers with a review of the empirical research on CRM and allows practitioners insights on the usability of customer data for CRM.
Subjects: 
Customer Relationship Management (CRM)
Customer Data
JEL: 
M31
Document Type: 
Preprint

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