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| Author: | Rapp, R. |
| Title: | CRM als Führungsinstrument für Marketing und Vertrieb |
| Journal: | Zeitschrift für Betriebswirtschaft
2002 : VOL. 72, Ergänzungsheft 1, p. 21-33 |
| Index terms: | Customer relationship management (CRM) |
| Language: | ger |
| Abstract: | Customer Relationship Management (CRM) should be perceived as a company-wide management instrument to stabilise and increase the value of an organisation. CRM is an answer to the limitations of the existing interruption marketing approaches by leveraging the permission of an existing relationship. The methodology is based on the analysis of the different value creation processes of customers and the quantification of different customer values and supports the change of existing business models into customer-centric leaderhsip and control. |
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