The Theoretical Framework of CRM

Part of the Management for Professionals book series (MANAGPROF)


CRM projects are more and more destined to address two opposing concepts: efficiency and effectiveness. On the one hand a company needs to be effective on the market in order to manage relationships with customers, maintain its market share and improve its market penetration; on the other hand the company needs to be efficient. This means that IT departments need to conduct careful evaluations of IT investments and projects, as it is very difficult to understand whether initiatives have a return on investments or at least a direct and clear payback.


Decision Support System Management Information System Customer Relationship Management Business Intelligence Engine Room 
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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© Springer-Verlag Berlin Heidelberg 2013

Authors and Affiliations

  1. 1.Faculty of Economics and Management CeTIF - Research Center on Innovation and Financial InstitutionsUniversità Cattolica del Sacro CuoreMilanoItaly

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