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| Tekijä: | Sanayei, A. |
| Otsikko: | The role of knowledge management in CRM |
| Lehti: | Journal of international marketing and marketing research
2005 : OCT, VOL. 30:3, p. 111-120 |
| Asiasana: | customer relationship management (CRM) decision making knowledge management |
| Kieli: | eng |
| Tiivistelmä: | This article discusses the concepts of knowledge management (KM) and customer relationship management (CRM). According to the author there is a lack of a simple and overall framework to integrate the traditional CRM functionalities with the management and application of the customer-related knowledge, especially in the context of marketing decisions. An integrated framework for CRM through the role of knowledge management is introduced. |
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