Executive Support: The Most Important CRM Success Factor

Goldenberg, Barton
April 2006
CRM Magazine;Apr2006, Vol. 10 Issue 4, p18
Trade Publication
Discusses the importance of executive support in customer relationship management (CRM). Situations that exhibit weak executive support; Ways to gain executive support; Importance of tackling people issues in CRM. INSET: 5 Lessons.


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