Lindgreen, Adam
[UCL]
Shergill, Gurvinder
[Massey University]
It has been argued that businesses across all sectors should move toward interactions,
relationships, and networks. Customer relationship management is one such approach to
marketing. Although some practical guidelines have appeared on how to design and
implement customer relationship management programmes there are few articles discussing
their financial impact on companies. This paper addresses the problem by discussing a
conceptual framework that allows for a financial evaluation of programmes in areas that are
relevant to customer relationship management.
Bibliographic reference |
Lindgreen, Adam ; Shergill, Gurvinder. The Financial Impact of CRM Programmes. IAG - LSM Working Papers ; 01/13 (2000) 15 pages |
Permanent URL |
http://hdl.handle.net/2078/18285 |