'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.

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, revealing how truly challenging it is to extract value from CRM systems.