Abstract
This chapter contains the theoretical foundation of the work in this thesis. Chapter 2.1 introduces the topic of customer relationship management (CRM) in general. The overall aim of CRM is to have an effect on the customers’ organizational buying behavior by proposing and creating value to the customer in order to derive value to the respective firm. Thus, chapter 2.2 begins with organizational buying behavior that depends primarily on the employees who are involved in the purchasing process (buying center).
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© 2020 Springer Fachmedien Wiesbaden GmbH, part of Springer Nature
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Beirau, D. (2020). Theoretical Foundation. In: Which Customers Pay?. Kundenmanagement & Electronic Commerce. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-28137-3_2
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DOI: https://doi.org/10.1007/978-3-658-28137-3_2
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Publisher Name: Springer Gabler, Wiesbaden
Print ISBN: 978-3-658-28136-6
Online ISBN: 978-3-658-28137-3
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