Titlebook: CRM Systems in Industrial Companies; Intra- and Inter-Org Andrea Perna,Enrico Baraldi Book 2014 Palgrave Macmillan, a division of Macmillan

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CRM, Its Roots in Management Studies and Recent Research Trends,pplied in a business-to-business (B2B) context (Section 4.5). Having a clear idea of what is meant by CRM helps us frame the key object of our empirical investigation of chapters 6–8, as well as how CRM can be conceptualized and analyzed, as shown in chapters 5 and 9.

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L. Collatz,G. Meinardus,H. Wernere issue of managing relationships, both one by one and as part of a customer portfolio. Section 2.5 concludes the chapter by proposing an alternative, network-based view of Key Account Management (KAM), that is, the practice of managing key customer relationships.

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Bilen Emek Abali,Celal ?ak?ro?luIn this chapter we first summarize and discuss the results of our research (Section 10.1) and its contribution (Section 10.2). We then derive from our results a set of managerial implications for firms who aim to implement and use CRM (Section 10.3). The chapter concludes with the formulation of a further research agenda about CRM (Section 10.4).

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