TY - CHAP A1 - Aida Habul A2 - Amila Pilav-Velić ED1 - Daniel Catalan-Matamoros Y1 - 2012-04-11 PY - 2012 T1 - Customer Relationship Management and Business Intelligence N2 - Customer relationship management (CRM) strategies have become increasingly important worldwide due to changes in expectations from customers as well as changes in the nature of markets. This book puts forth a conceptualization that attempts to not only outline CRM's domain but also to reconcile the divergent perspectives found in the academic and popular literature. Readers can see through measurable data-containing examples how the theory is applied with great success by various real-life examples. This book presents innovative proven methods for determining whether a CRM strategy for changing the way a company provides service (by adding new technology, processes, and procedures) will realize the return on the investment projected. It could be a great help to CRM personnel, student, managers and any one that works directly or indirectly with customers. BT - Advances in Customer Relationship Management SP - Ch. 2 UR - https://doi.org/10.5772/30551 DO - 10.5772/30551 SN - PB - IntechOpen CY - Rijeka Y2 - 2022-05-19 ER -