CRM History and Literature Review
Mary Grace Mabunga, Student (MBA), United Kingdom
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.