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| Author: | Payne, A. Frow, P. |
| Title: | Customer relationship management: from strategy to implementation |
| Journal: | Journal of Marketing Management
2006 : FEB, VOL. 22:1-2, p. 135-168 |
| Index terms: | customer relationship management (crm) implementation strategy |
| Language: | eng |
| Abstract: | This paper explores Customer Relationship Management (CRM), from the persperctive of strategy formulation and implementation. The authors examines alternative approaches to CRM strategy development and, using an "interaction research" approach, propose a model that addresses both CRM strategy and implementation. |
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