CRM, Its Roots in Management Studies and Recent Research Trends

Andrea Perna and Enrico Baraldi
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Andrea Perna: Uppsala University
Enrico Baraldi: Uppsala University

Chapter 4 in CRM Systems in Industrial Companies, 2014, pp 57-76 from Palgrave Macmillan

Abstract: Abstract This chapter provides an in-depth literature review of CRM, viewed both as a general marketing philosophy and as a set of IT solutions applied to marketing actions. The aim of this literature review is threefold. First we discuss the origins of CRM (Section 4.2). Then we review the main research areas covering the topic of CRM (Section 4.3), leading to a review of the most adopted definitions of CRM. Afterwards, we focus on key issues concerning both the technology and organizational dimensions of CRM implementation (Section 4.4). Implementation of CRM systems in fact deserves close attention due to its critical importance in enabling companies to eventually effectively employ CRM tools. This chapter concludes with an overview of CRM when applied in a business-to-business (B2B) context (Section 4.5). Having a clear idea of what is meant by CRM helps us frame the key object of our empirical investigation of chapters 6–8, as well as how CRM can be conceptualized and analyzed, as shown in chapters 5 and 9.

Keywords: Manage Customer Relationship; Customer Relationship; Relationship Marketing; Customer Information; Customer Data (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-33566-1_4

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DOI: 10.1057/9781137335661_4

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