Abstract
Customer relationship management is introduced as a customer oriented concept for the implementation of marketing strategies. The four methods of a CRM system (strategic, analytical, operational and communicative) are discussed and prepared for the SCM –CRM integration.
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References
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Gronwald, KD. (2017). Development and Implementation of a CRM Strategy. In: Integrated Business Information Systems. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-662-53291-1_7
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DOI: https://doi.org/10.1007/978-3-662-53291-1_7
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