Customer Relationship Management: In B2C Markets Often Less Is More Harvard Case Solution & Analysis

Customer relationship management (CRM) based on the belief that the development of relationships with customers is the best way to gain their loyalty. He argued that loyal customers are more profitable than nonloyal customers. Recently, academic researchers have questioned some of the basic premises that are used to support CRM in general and relationship marketing and customer loyalty programs in particular. This article critically discusses the assumptions underlying the CRM and the results of studies that are skeptical of its value. CRM should be made only after careful evaluation of its economic efficiency. "Hide
by Grahame R. Dowling Source: California Management Review 19 pages. Publication Date: April 1, 2002. Prod. #: CMR229-PDF-ENG

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