Advertisement

CRM and CAS: Signposts in the Information Jungle

  • Christian Homburg
  • Heiko Schäfer
  • Janna Schneider
Chapter
Part of the Management for Professionals book series (MANAGPROF)

Abstract

This chapter expands on the use of customer information for customer relationship management (CRM). CRM systems have been a real paradox for sales organizations in recent years – companies know they need them, they know what they should do, yet many don’t ultimately see the bottom line benefits. This chapter helps unravel this challenge through a consideration of the foundations of an information system which systematically integrates information about customers, competitors, the marketplace and the company itself. This chapter also delves deeply into various computer-aided selling (CAS) systems, and the authors use graphics to illustrate the various ways in which CAS systems can be applied.

Keywords

Customer Relationship Management Enterprise Resource Planning Enterprise Resource Planning System Sales Representative Customer Contact 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

References

  1. Albers, S., & Krafft, M. (2000). Regeln zur fast-optimalen Bestimmung des Angebotsaufwandes. Zeitschrift für Betriebswirtschaft, 70(10), 1083–1107.Google Scholar
  2. Alt, R., Puschmann, T., & Österle, H. (2005). Erfolgsfaktoren im Customer Relationship Management. Zeitschrift für Betriebswirtschaft, 75(2), 185–208.Google Scholar
  3. Hettich, S., Hippner, H., & Wilde, K. (2001). Customer Relationship Management – Informationstechnologien im Dienste der Kundeninteraktion. In M. Bruhn & B. Stauss (Hrsg.), Dienstleistungsmanagement Jahrbuch 2001 (pp. 167–201). Wiesbaden: Gabler.Google Scholar
  4. Hippner, H., & Wilde, K. (2005). Informationstechnologische Grundlagen der Kundenbindung. In M. Bruhn & Ch Homburg (Eds.), Handbuch Kundenbindungsmanagement (Vol. 5). Wiesbaden: Aufl.Google Scholar
  5. Hippner, H., Martin, S., & Wilde, K. (2001). Customer relationship management. Wirtschaftswissenschaftliches Studium, 8, 417–422.Google Scholar
  6. Kieliszek, K. (1994). Computer Aided Selling: Unternehmenstypologische Marktanalyse. Wiesbaden: Dt. Univ.-Verl.CrossRefGoogle Scholar
  7. Köhler, R. (2001). Customer Relationship Management – Interdisziplinäre Grundlagen der systematischen Kundenorientierung. In S. Klein & C. Loebbecke (Hrsg.), Interdisziplinäre Managementforschung und -lehre (pp. 79–107). Wiesbaden: Gabler.Google Scholar
  8. Link, J. (2001) (Hrsg.). Customer Relationship Management – Erfolgreiche Kundenbeziehungen durch integrierte Informationssysteme. Heidelberg: Springer.Google Scholar
  9. Link, J. (2003). Verkaufssupport mit CAS. In S. Albers, V. Hassmann, & T. Tomczak (Eds.), Verkauf: Kundenmanagement, Vertriebssteuerung, E-Commerce. Düsseldorf: Gabler.Google Scholar
  10. Schröder, H., Feller, M., Oversohl, Ch., & Holch, J. (2002). Customer Relationship Management – Ergebnisse einer empirischen Untersuchung. Essen.Google Scholar
  11. Schulze, J. (2002). CRM erfolgreich einführen. Berlin: Heidelberg.CrossRefGoogle Scholar
  12. Widmier, S., Jackson, D., & McCabe, D. (2002). Infusing technology into personal selling. Journal of Personal Selling and Sales Management, 22(3), 189–198.Google Scholar
  13. Wilde, K., Hippner, H., Frielitz, C., & Martin, S. (2000). CRM – 2000: Aufklärung tut Not. Absatzwirtschaft, 7, 100–104.Google Scholar
  14. Zikmund, W., McLeod, R., & Gilbert, F. (2003). Customer Relationship Management – Integrating Marketing Strategy and Information Technology. New York: Free Press.Google Scholar

Copyright information

© Springer-Verlag Berlin Heidelberg 2012

Authors and Affiliations

  • Christian Homburg
    • 1
  • Heiko Schäfer
    • 2
  • Janna Schneider
    • 3
  1. 1.Lehrstuhl für ABWL und Marketing IUniversität MannheimMannheimGermany
  2. 2.MünchenGermany
  3. 3.GanderkeseeGermany

Personalised recommendations