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Customer Relationship Management: A Theoretical Overview and the High Cost of Failure (a Case Study)
Publications
  • Tamilla Curtis, Embry-Riddle Aeronautical University
  • Donald Barrere, Nova Southeastern University
  • Tom Griffin, Nova Southeastern University
Submitting Campus
Daytona Beach
Department
Management, Marketing, & Operations
Document Type
Conference Proceeding
Publication/Presentation Date
9-1-2007
Abstract/Description
Despite the significant benefits offered by the customer relationship management (CRM) strategy together with advanced technology, there is still a high rate of companies who fail to see results promised by CRM in order to achieve a competitive advantage. A review of the empirical literature together with the case study of the CRM implementation within a midsize financial firm will result in deeper understanding of current CRM practices that could contribute to better planning, selection, and implementation of customer relationship management programs.
Location
College of Business and Leadership, Fort Hays State University, Hays, Kansas
Citation Information
Tamilla Curtis, Donald Barrere and Tom Griffin. "Customer Relationship Management: A Theoretical Overview and the High Cost of Failure (a Case Study)" (2007)
Available at: http://works.bepress.com/tamilla_curtis/19/