Customer Relationship Management
Avoid the common pitfalls of CRM.
Author(s): Stan Maklan, Simon Knox, Lynette Ryals, Joe Peppard, Adrian Payne
Publisher: Butterworth Heinemann
Date of publication: 2003
Manageris opinion
CRM is getting a lot of attention among popular management concepts today. Yet, many companies admit that their investments in this arena have been disappointing. Looking back on their experience in recent years, the authors of Customer Relationship Management identify the underlying reasons for these failures.