'CRM Systems in Industrial Companies' contributes new knowledge on
customer relationship management (CRM) in the field of industrial
marketing. Based on an in-depth case study, this book highlights
the complexity and challenges in the development, implementation
and use of CRM. The volume proposes an alternative
conceptualization of CRM: relying on the industrial marketing and
purchasing (IMP) perspective, CRM becomes a socio-technical
'resource' which needs to be connected to the other resources
before it can create effects on customer relationships.
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