Transcription of MANAGING CUSTOMER RELATIONSHIPS - Ruth N. …
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MANAGING CUSTOMER RELATIONSHIPS - Ruth N. …
MANAGING CUSTOMER RELATIONSHIPS 33 CHAPTER 1 MANAGING CUSTOMER RELATIONSHIPSRUTH N. BOLTON AND CRINA O. TARASIA bstractThe CUSTOMER relationship management (CRM) literature recognizes the long-run value of po-tential and current customers. Increased revenues, profits, and shareholder value are the result of marketing activities directed toward developing, maintaining, and enhancing successful com-pany CUSTOMER RELATIONSHIPS . These activities require an in-depth understanding of the underlying sources of value that the firm both derives from customers, as well as delivers to customers.
4 RUTH N. BOLTON AND CRINA O. TARASI for customers and the firm, managing sources of value (acquisition, retention, etc.), investing resources across functions, organizational units, and channels, and globally optimizing product
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