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.
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.
Andrea Perna is a researcher in Industrial Marketing at the Department of Engineering Sciences, Uppsala University, Sweden, and at the Department of Management, Polytechnic University of Marche, Italy. His research interests include CRM, new business formation, and innovation in B2B markets. He has published in the Journal of Business Research and Industrial Marketing Management. Enrico Baraldi is Full Professor of Industrial Engineering and Management at the Department of Engineering Sciences, Uppsala University, Sweden. His research interests include industrial networks, innovation management, business strategies, science and technology sciences, and academic entrepreneurship. He has published in the California Management Review, Journal of Business Research, Industrial Marketing Management, Technovation and Management Decision.
Inhaltsangabe
1 Introduction: Research Purpose, Methodology and Contribution 2 Customer Relationships in Industrial Networks 3 Connecting IT Systems, Users and Organizations 4 CRM, its Roots in Management Studies and Recent Research Trends 5 Conceptualizing CRM as an Interacting Resource 6 Introducing CRM in an Industrial Company: the Case of Loccioni Group 7 Adopting and Using CRM at Loccioni Group 8 Managing Six Important Customer Relationships: Loccioni's KAMs and CRM 9 Case Analysis: the Embedding and Effects of CRM at Loccioni 10 Conclusions: Results, Managerial Implications and a Research Agenda
1 Introduction: Research Purpose, Methodology and Contribution 2 Customer Relationships in Industrial Networks 3 Connecting IT Systems, Users and Organizations 4 CRM, its Roots in Management Studies and Recent Research Trends 5 Conceptualizing CRM as an Interacting Resource 6 Introducing CRM in an Industrial Company: the Case of Loccioni Group 7 Adopting and Using CRM at Loccioni Group 8 Managing Six Important Customer Relationships: Loccioni's KAMs and CRM 9 Case Analysis: the Embedding and Effects of CRM at Loccioni 10 Conclusions: Results, Managerial Implications and a Research Agenda
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