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Customer Relationship Management - Kenyatta University

Roger Baran Christopher Michael Zerres Customer Relationship Management Download free books at Download free ebooks at Relationship Management2 Customer Relationship Management Roger Baran, DePaul University , Chicago Christopher Zerres, Universit t Kassel Michael Zerres, Universit t Hamburg 1. History and theory Customer Relationship Management (CRM) is growing in importance due to the challenging business environment faced by organizations throughout the world today. It is particularly critical in industries undergoing changes in traditional channel configuration.

CRM is part of an evolution in corporate thinking that began with the Enterprise Resource Planning (ERP) initiative of the 1990 s. ERP forces all resources within a corporation to work within one busi-ness system. In the 1990 s, over $300 billion was spent on centralizing, standardizing and organizing

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