An empirical study to analyze CRM strategy using BSC

An empirical study to analyze CRM strategy using BSC

In the new marketing paradigm that is based on the relationship marketing, corporations and organizations look for retaining and enhancing the long run relationships with their customers. Customer relationship management (CRM) as a heart of the new marketing paradigm includes numbers of mechanisms t...

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Bibliographic Details
Main Authors: Zahra Safari Kahreh, Alireza Shirmohammadi, Mohammad Safari Kahreh
Format: Article
Language:English
Published: Growing Science 2012-08-01
Series:Management Science Letters
Subjects:
Customer relationship management
Balanced scorecard
Marketing strategy
Online Access:http://www.growingscience.com/msl/Vol2/msl_2012_97.pdf

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