Crm Systems in Industrial Companies: Intra- And Inter-Organizational Effects

by Andrea Perna and Enrico Baraldi

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. This book proposes an alternative conceptualization of CRM: relying on the industrial marketing and purchasing (IMP) perspective, CRM becomes a socio-technical "resource" which...

• Format: Hardcover
• Language: English
• ISBN: 1137335653
• ISBN13: 9781137335654
• Release Date: March 2014
• Publisher: Palgrave MacMillan
• Length: 249 Pages
• Weight: 1.10 lbs.
• Dimensions: 0.9" x 5.5" x 8.5"