A Communication Based Perspective on Customer Relationship Management (CRM) Success
Although little empirical evidence exists to support this contention, the extant literature suggests that firms can potentially achieve two types of benefits from developing a CRM orientation: (1) increased efficiency in the allocation of resources destined for relationship building and maintenance...
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| Format: | Others |
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Digital Archive @ GSU
2006
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| Online Access: | http://digitalarchive.gsu.edu/marketing_diss/11 http://digitalarchive.gsu.edu/cgi/viewcontent.cgi?article=1010&context=marketing_diss |