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Impact of CRM on Marketing Channels

In: Customer Relationship Management

Author

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  • V. Kumar

    (Georgia State University)

  • Werner Reinartz

    (University of Cologne)

Abstract

This chapter deals with the aspect of CRM strategy implementation in relation to the management of different distribution channels through which companies interact with their customers. Current multichannel-issues that firms are facing nowadays are presented and insights into the management of the respective challenges are provided. In Sect. 12.2, the role of channels in creating and maintaining customer relationships is introduced including a discussion of emerging trends with regard to traditional and electronic channels. Furthermore, related chances and challenges for the implementation and maintenance of CRM are highlighted. The main part of this chapter captures attributes of the design of multichannel offers as well as giving instructions on how to do so successfully. Finally, worthwhile insights into the management of both multichannel systems and shoppers are given.

Suggested Citation

  • V. Kumar & Werner Reinartz, 2018. "Impact of CRM on Marketing Channels," Springer Texts in Business and Economics, in: Customer Relationship Management, edition 3, chapter 12, pages 237-264, Springer.
    • Handle: RePEc:spr:sptchp:978-3-662-55381-7_12
    DOI: 10.1007/978-3-662-55381-7_12
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    Cited by:

    1. Yu-Min Wang & Hsin-Hui Lin & Wei-Chun Tai & Yi-Ling Fan, 2016. "Understanding multi-channel research shoppers: an analysis of Internet and physical channels," Information Systems and e-Business Management, Springer, vol. 14(2), pages 389-413, May.

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