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Al-nashir Bandali
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I'm studying marketing and have been tasked with writing a historical perspective / literature overview on customer relationship management
Does anyone have any thoughts on which key authors I should include in the paper apart from the ones mentioned in this article? (...) Read more? Sign up for free
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Samar Elkhouly
Student (Other), Egypt
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CRM Evaluation and Implementation
Adrian Payne "Achieving Excellence in Customer Management"
Francis Buttle "Customer Relationship Management, Concepts and Tools"
Paul Greenberg "CRM at the Speed of Light"
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Mary Grace Mabunga
Student (MBA), United Kingdom
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CRM History and Literature Review
The concept of Customer Relationship Management (CRM) is believed to be closely related to Relationship Marketing from which it is believed to be rooted. According to Ryals and Payne, 2001 while CRM and RM are both focusing on relationship management, RM's primary concern is to manage multiple relationship with multiple stakeholders and CRM focuses on customer management alone.
I suggest you to read the following book and articles written by:
1. Berry, L. L. 1983. Relationship marketing. Emerging perspectives on services marketing, 66(3): 33-47.
2. Boulding, W., Staelin, R., Ehret, M., & Johnston, W. J. (2005) A Customer Relationship Management Roadmap: What is Known, Potential Pitfalls, and Where to Go. The Journal of Marketing, 69 (4): 155-166.
3. Levitt, M. J. 1991. Attachment and close relationships: A life span perspective. Intersections with attachment: 183-205.
4. Parvatiyar, A. & Sheth, J.N. (2001) Customer Relationship Management: Emerging Practice, Process and Discipline. Journal of Economic and Social Research, 3 (2): 1-34.
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