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Customer Relationship Management pp 237–264Cite as

Impact of CRM on Marketing Channels

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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.

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Authors and Affiliations

  1. J. Mack Robinson College of Business, Center for Excellence in Brand and Customer Management, Georgia State University, Atlanta, Georgia, USA

    V. Kumar

  2. Department of Retailing and Customer Management, University of Cologne, Cologne, Germany

    Werner Reinartz

Authors
  1. V. Kumar
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  2. Werner Reinartz
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Kumar, V., Reinartz, W. (2018). Impact of CRM on Marketing Channels. In: Customer Relationship Management. Springer Texts in Business and Economics. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-662-55381-7_12

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