Aurora Garrido-Moreno and Antonio Padilla-Meléndez and Ana Rosa Del Águila-Obra
Exploring the Importance of Knowledge Management for CRM Success
629 - 633
2010
4
6
International Journal of Industrial and Manufacturing Engineering
https://publications.waset.org/pdf/1322
https://publications.waset.org/vol/42
World Academy of Science, Engineering and Technology
After reporting a literature review on Customer
Relationship Management (CRM) and knowledge management, some
important issued arise, in particular related to the lack of success of
CRM strategies implementation. The paper contributes to this
proposing an integrated model of CRM success taking into account
complementary factors such as organizational factors, technology,
knowledge management and customer orientation.
Open Science Index 42, 2010