The paper investigates the drivers of CRM success with a formal model, in order to overcome the lack of an analytic framework to define success criteria and metrics at the beginning of the project, as well as routines and processes for performance measurement.

Failure and success of crm strastegies. An empirical examination of antecedents and consequences.

VALDANI, ENRICO;
2007

Abstract

The paper investigates the drivers of CRM success with a formal model, in order to overcome the lack of an analytic framework to define success criteria and metrics at the beginning of the project, as well as routines and processes for performance measurement.
2007
Marketing Science Conference Proceedings 2007
Valdani, Enrico; Fabio, Ancarani; Cristina, Zanetti
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11565/1354591
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