Abstract
Many authors have studied CRM from a technological perspective, while others have focused their work on management issues. This book intends to study the phenomena from an organizational and technological perspective, focusing on the relevant actions to be carried out in a CRM project. The purpose is also to use an organizational framework to explain the fundamentals of CRM initiatives. As described in the text, CRM is not only a technological matter, but above all an organizational one, and it is important to define change management activities to support it.
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© 2003 Springer-Verlag Berlin Heidelberg
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Rajola, F. (2003). Introduction. In: Customer Relationship Management. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-540-24718-0_1
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DOI: https://doi.org/10.1007/978-3-540-24718-0_1
Publisher Name: Springer, Berlin, Heidelberg
Print ISBN: 978-3-642-07885-9
Online ISBN: 978-3-540-24718-0
eBook Packages: Springer Book Archive