What lies behind the concept of customer relationship management? Discussing the essence of CRM through a phenomenological approach
Several authors and consulting firms show statistics indicating that at least 50% of all CRM projects fail. Some of them attempt to point out a list of factors in order to guarantee successful CRM implementation and application. However, few people (either academics or practitioners) attempt to disc...
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| Format: | article |
| Language: | eng |
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2009
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| Online Access: | http://old.scielo.br/scielo.php?script=sci_arttext&pid=S1807-76922009000100004 |
| Country: | Brazil |
| Oai: | oai:scielo:S1807-76922009000100004 |