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The main purpose of this paper is to add to the image of CRM research by identifying trends and topics, using the perspective of CRM when it is divided into the four separate branches, namely those of Strategic CRM, Analytical CRM, Operational CRM and Collaborative CRM. In addition to this, the purpose is to identify under-researched areas in the body of CRM research in which there are research questions requiring to be addressed by means of further research.
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