TITLE

High Performance Marketing in the CRM Era

AUTHOR(S)
Crosby, Lawrence A.; Johnson, Sheree L.
PUB. DATE
September 2001
SOURCE
Marketing Management;Sep/Oct2001, Vol. 10 Issue 3, p10
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
Reports on the significance of customer relationship management (CRM) systems for the improvement of marketing investment. Value of marketing to the financial success of an organization; Possibility of constructing indicators of marketing efficiency; Application of market research and analytic CRM.
ACCESSION #
5331180

 

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