Abstract
Customer Relationship Management was introduced in Part I. This chapter contains the detailed description of the individual methods, additional remarks on the topics of the CRM strategy and customer relationship, as well as a detailed discussion about the failure of many CRM concepts. The failure rate for CRM implementations is significantly higher compared to other IT projects.
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Gronwald, KD. (2017). CRM: Customer Relationship Management. In: Integrated Business Information Systems. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-662-53291-1_12
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DOI: https://doi.org/10.1007/978-3-662-53291-1_12
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