CRM Systems in Industrial Companies: Intra- and Inter-Organizational Effects

Perna, A.; Baraldi, E.

CRM Systems in Industrial Companies contributes new knowledge on Customer Relationship Management (CRM) in the field of industrial marketing. Based on an in-depth case study, this book highlights the complexity and challenges in the development, implementation and use of CRM, revealing how truly challenging it is to extract value from CRM systems.

Details

Published by: Palgrave Macmillan

Publication Date: 2014-03-28

Format: Paperback

ISBN-13: 9781349463176

DOI: 10.1057/9781137335661

Dimensions: 216cm x140cm

Pages: 249