TITLE

CRM IN SALES-INTENSIVE ORGANIZATIONS: A REVIEW AND FUTURE DIRECTIONS

AUTHOR(S)
Tanner Jr., John F.; Ahearne, Michael; Leigh, Thomas W.; Mason, Charlotte H.; Moncrief, William C.
PUB. DATE
March 2005
SOURCE
Journal of Personal Selling & Sales Management;Spring2005, Vol. 25 Issue 2, p169
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
With the advent of technology enabling greater customer tracking, more robust knowledge management, and direct customer communication, the implementation of customer relationship management (CRM) strategies has grown in importance with many implications for sales-intensive organizations. Implications of CRM strategy, analytical CRM, and operational CRM are discussed, particularly in terms of research opportunities. Although there are, no doubt, many other interesting and worthwhile research opportunities available, the nexus of technology, CRM, and sales-intensive go-to-market strategies provide myriad opportunities for exciting research.
ACCESSION #
18617600

 

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