High Performance Marketing in the CRM Era

Crosby, Lawrence A.; Johnson, Sheree L.
September 2001
Marketing Management;Sep/Oct2001, Vol. 10 Issue 3, p10
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.


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