Literature review on crm

Use of this web site signifies your agreement to the terms and ational journal of public information 5, no 3 (2009) > , topics and under-researched areas in crm research - a literature e 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.

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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 /methodology/approach a review is made of articles in three major gs the development of the number of crm articles published in the journals signals a maturity within the crm research field.

The focus has changed from analytical to strategic crm, which is the most popular branch by the end of the period reviewed.

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Originality/value the paper presents an image of the development of the crm research field using an image of crm that is well established, yet which has not been used in earlier literature reviews.

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Paper type literature are currently no : hosted by mason publishing, part of the george mason university ational journal of public information 5, no 3 (2009) > , topics and under-researched areas in crm research - a literature e 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.

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Paper type literature are currently no : hosted by mason publishing, part of the george mason university libraries.