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The Concept of Customer Relationship Management A Critical Review of Literature

Author

Listed:
  • Cabãu Liviu-Gabriel

    (Facultatea de Economie ?i de Administrare a afacerilor - Universitatea de Vest Timi?oara)

Abstract

This article is considered to be a landmark in both academic and business area, regarding the Customer Relationship Management (CRM). Based on previous research found in the literature, the paper aims to clarify the concept of CRM. Critical research results are reflected in the formulated responses on the following aspects of CRM: CRM context, CRM definition, CRM importance and objectives, CRM failure and CRM research. Finally, the article presents the main findings and some conclusions related to the current research.

Suggested Citation

  • Cabãu Liviu-Gabriel, 2012. "The Concept of Customer Relationship Management A Critical Review of Literature," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(2), pages 637-642, Decembre.
    • Handle: RePEc:ovi:oviste:v:xii:y:2012:i:2:p:637-642
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    File URL: http://stec.univ-ovidius.ro/html/anale/ENG/cuprins%20rezumate/volum2012p2v2.pdf
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    More about this item

    Keywords

    CRM; CRM Strategy; CRM Processes; CRM Software.;
    All these keywords.

    JEL classification:

    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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