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Customer-focused CRM: a marketing challenge for organizations

Arambewela, Rodney 2006, Customer-focused CRM: a marketing challenge for organizations, in CRM implementation : a strategic approach, The ICFAI University Press, Hyderabad, India, pp.71-80.

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Title Customer-focused CRM: a marketing challenge for organizations
Author(s) Arambewela, Rodney
Title of book CRM implementation : a strategic approach
Editor(s) Mukerjee, Kaushik
Publication date 2006
Chapter number 6
Total chapters 17
Start page 71
End page 80
Total pages 10
Publisher The ICFAI University Press
Place of Publication Hyderabad, India
Summary The article explains that CRM is all about building longterm business relationships with customers. It is best described as the blending of internal business processes: sales, marketing and customer support with technology. Research indicates that poor project planning, weak and
incomplete business cases, cost and complexity of the technology, lack of.technological skills, lack of system integration and lack of senior management involvement in the CRM process are among the many factors that inhibit the successful adoption ofCRM in companies. The article presents a framework for customer centric CRM.
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ISBN 8131404234
9788131404232
Edition 1st ed.
Language eng
Field of Research 150312 Organisational Planning and Management
HERDC Research category B1 Book chapter
Copyright notice ©2006, ICFAI University Press.
Persistent URL http://hdl.handle.net/10536/DRO/DU:30000890

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