Effectiveness of Customer Relationship Management Programs

Evgeni Stanimirov ()
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Evgeni Stanimirov: University of Economics, Varna, Bulgaria

Economic Alternatives, 2013, issue 3, 41-50

Abstract: Customer relationship management (CRM) has been among the most widely debated topics in the field of marketing during the last decade. Regardless of the significant interest the subject matter has witnessed, the extant empirical studies in the field in Bulgaria are somewhat incidental and limited in scope. The article focuses on CRM programs as a technique for structuring customer relationship management activities within organizations. The paper presents and analyzes evaluation practices of CRM program effectiveness in companies specializing in providing marketing services to the B2B market in Bulgaria

Keywords: CRM; CRM program effectiveness (search for similar items in EconPapers)
JEL-codes: D40 L11 Q51 (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:nwe:eajour:y:2013:i:3:p:41-50

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