Intra- and Inter-Organizational Effects
by
A. Perna, E. Baraldi
Language: English
Release Date: March 30, 2014
CRM Systems in Industrial Companies contributes new knowledge on Customer Relationship Management (CRM) in the field of industrial marketing. Based on an in-depth case study, this book highlights the complexity and challenges in the development, implementation and use of CRM, revealing how truly challenging it is to extract value from CRM systems.