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CRM in der Praxis – Die Auswahl des passenden CRM ist gar nicht so einfach

In: Effektives Customer Relationship Management

Author

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  • Sarah Midderhoff

Abstract

Zusammenfassung Customer Relationship Management (CRM) ist sowohl in Marketingtheorie als auch -praxis das Buzzword schlechthin. Kaum ein Unternehmen scheint sich der Anziehungskraft und Verheißung dieses Begriffs entziehen zu können. Dieses Kapitel beleuchtet insbesondere die Fragestellungen und Zielsetzungen, die mit CRM verbunden sind. CRM wird als Strategie vorgestellt, die mithilfe von IT-Systemen umgesetzt wird. Zudem wird eine erste Tür in die Praxis geöffnet und auf eine Vielzahl von Problemen und Fehlern hingewiesen, die bei der Umsetzung von CRM häufig anzutreffen sind.

Suggested Citation

  • Sarah Midderhoff, 2024. "CRM in der Praxis – Die Auswahl des passenden CRM ist gar nicht so einfach," Springer Books, in: Stefan Helmke & Matthias Uebel & Wilhelm Dangelmaier (ed.), Effektives Customer Relationship Management, edition 7, pages 251-269, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-42411-4_17
    DOI: 10.1007/978-3-658-42411-4_17
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