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Book Chapter

Strategic CRM

  • Kumar V
  • Reinartz W
DOI: 10.1007/978-3-642-20110-3_3
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Abstract

This chapter examines the strategic aspects of CRM in detail while also providing deeper insights into the distinct requirements and key success factors for developing and implementing efficient, effective customer management strategies. Section 3.2 introduces the...

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APA

Kumar, V., & Reinartz, W. (2012). Strategic CRM (pp. 35–53). https://doi.org/10.1007/978-3-642-20110-3_3

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