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1、CustomerRelationshipManagementHistoryandtheoryCustomerRelationshipManagementRogerBaran,DePaulUniversity,ChicagoChristopherZerres,Universit?tKasselMichaelZerres,Universit?tHamburg1.HistoryandtheoryCustomerRelationshipManagement(CRM)isgrowinginimportanceduetothechallengingbusinessenvironmentface
2、dbyorganizationsthroughouttheworldtoday.Itisparticularlycriticalinindustriesundergoingchangesintraditionalchannelconfiguration.CRMisameansofaddressingincreasingcompetition,changingeconomicconditionsandpromotionaldependencethroughtheuseofintimatecustomerknowledge;knowledgegainedthroughrelations
3、hipdevelopmentandpastmarketingpro-grams.CRMisincreasinginprominencebecauseitfocusesoncurrentuserswhoarethesourceofthemajorityofbusinessrevenueandthebestoptionforimprovingbusinessinuncertaintimes.ThereareanumberofworkingdefinitionsforCRM.InfactthelettersCRMhavebeenusedtoiden-tifyContinuousRelat
4、ionshipMarketing,CustomerRelationshipMarketingandCustomerRelationshipManagement.Eachtermrepresentsthesameprocess.CRMcanbedefinedasaprocessthatmaxi-mizescustomervaluethroughon-goingmarketingactivityfoundedonintimatecustomerknowledgeestablishedthroughcollection,managementandleverageofcustomerinf
5、ormationandcontacthistory.CRMisaboutperfectingrelationshipstomaximizeacustomer’svalueovertime.PleaseclicktheadvertDownloadfreebooksatBookBoon.com2CustomerRelationshipManagementHistoryandtheoryCRMispartofanevolutionincorporatethinkingthatbeganwiththeEnterpriseResourcePlanning(ERP)initiativeofth
6、e1990’s.ERPforcesallresourceswithinacorporationtoworkwithinonebusi-nesssystem.Inthe1990’s,over$300billionwasspentoncentralizing,standardizingandorganizinginformationandresourcesthroughoutU.S.corporations.Theresults,however,havebeenmixedintermsofpayout.Whatisindisputableisthattheinformationsyst
7、emprocessingskillsacquiredinim-plementingERPprogramsenabledmanyorganizationstosupportCRMandE-commerceprogram-ming;initiativesnotinexistencewhenERPbegan.CRMwasdeveloped,inlargepart,asaresultofdatamining,orsegmentationandtargetingresearch
