Customer Relationship Management

Boujena, Othman; Wes, Johnston

doi:10.1002/9781118785317.weom070210

Wiley Encyclopedia of Management 2015

DOI: 10.1002/9781118785317.weom070210

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Customer Relationship Management

Othman Boujena

Johnston Wes

Abstract: In recent years, customer relationship management (CRM) initiatives have come to the front of companies' strategies within highly competitive markets to maintain value creation and customer equity monitoring (see Forester Research's report on CRM in 2013).

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Customer Relationship Management

Abstract: In recent years, customer relationship management (CRM) initiatives have come to the front of companies' strategies within highly competitive markets to maintain value creation and customer equity monitoring (see Forester Research's report on CRM in 2013).

Cited by 0 publications

References 16 publications

No citations

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