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• W1557734587 abstract "For the past decade, customer relationship management (CRM) has been one of the priorities in marketing research and practice. However, many of the CRM systems did not perform as the companies expected. As such shortcoming could be due to inappropriate data input, this study provides a comprehensive overview of the empirical CRM literature. Along the phases of the CRM process, the authors show which kind of data has successfully proven to achieve the CRM objectives. The study provides researchers with a review of the empirical research on CRM and allows practitioners insights on the usability of customer data for CRM." @default.
• W1557734587 created "2016-06-24" @default.
• W1557734587 creator A5057569688 @default.
• W1557734587 creator A5079229973 @default.
• W1557734587 date "2011-07-25" @default.
• W1557734587 modified "2023-09-27" @default.
• W1557734587 title "Revisiting the Use of Customer Information for CRM" @default.
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• W1557734587 hasPublicationYear "2011" @default.
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