Achieving Excellence in Customer Relationship Management
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Clark M, McDonald M, Smith B. (2002) Achieving Excellence in Customer Relationship Management. Cranfield School of Management
Abstract
This report covers the work of the Cranfield CRM Research Formn for the first year of its operation Directed and funded by a group of organisations across many sectors, the goals of the Forum are to enable excellence in Customer Relationship Management (CRM) by defining and understanding this important management process.