Transcription of Customer Relationship Management
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Customer Relationship Management
International Journal of Business and Social Science Vol. 2 No. 10; June 2011 166 Customer Relationship Management and Its Relationship to the Marketing Performance Dr. Hisham Sayed Soliman Lecturer Department of Business Management Faculty of Commerce Cairo University Abstract Purpose: This paper aims at exploring the theoretical foundations of Customer Relationship Management and its Relationship to the marketing performance from the several perspectives. Design/ methodology/approach : CRM was derived from systematic comparative analysis of the relevant Relationship marketing literature , there are additional elements that relating to the important of focus on main customers , the organizational efficiency and Customer knowledge Management elements and their influence on the marketing performance.
On the other hand, (Payne & Frow, 2005, p.p.167-168) demonstrated that there are various points of view related to the concept of CRM. Whereas, some points of view were in favor of regarding CRM as correspondence in direct mail, a diagram for customer loyalty programs or databases, other points of view
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