CRM and CAS: Signposts in the Information Jungle

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


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.


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.


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Copyright information

© Springer-Verlag Berlin Heidelberg 2012

Authors and Affiliations

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

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