A Customer Relationship Management Roadmap : What Is Known, Potential Pitfalls, and Where to Go  

Oleh:

Johnston, Wesley J. ; Staelin, Richard ; Boulding, William ; Ehret, Michael

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Marketing (EBSCO) vol. 69 no. 4 (Oct. 2005), page 155-166.
Topik: customer relationship; customer relationship management; CRM

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ94.9 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

Lihat Detail Induk

Isi artikel

The goal of this preface is to describe how the special section on customer relationship management (CRM) was developed. In May 2003, Richard Staelin, Executive Diretor of the Teradata Center for Customer Relationship Management at Duke University, proposed that Journal of Marketing (JM) publish a special section. The proposal included activities that were designed to promote interactions among marketing academics and practitioners, the goal was to stimulate dialogue and new research on CRM. I found the proposal attractive because CRM is a broad-based topic that interests many amrketers. After extensive discussion, the American marketing Association (AMA) and the Teradata center formally agreed to cosponsor the special section. Subsequently, there was a conference on relationship Marketing and Customer Relationship Management (cochaired by Michael ehret, wesley Johnston, Michael kleinaltenkamp, and Lou Pelton) that took place at Freie Universitat Berlin in the summer of 2003, a conference on Customer Management (cosponsored by the Marketing Science Institute and the Teradata Center) that was held at Duke University in march 3, 2004 and two special sessions n CRM that were featured at the AMA Winter Educators' Conference held in San Antonio, Tex in February 2005. The conferences provided many opportunities for dialohue, and the response from amrketers who attended these events was enthusiastic. I also invited Richard Staelin and William Building (Executive Codirector of the Teradata Center) to work with me as consulting editors for the special section, and they agreed, A call for oaoers requested that authors submit their manuscripts to JM May 2004. The consulting editors and I evaluated every submission with the assistance of an expert panel that included Leonard Brru, John Deighton, Michael Ehret, Christian Gronroos, Sunil Gupta, Wayne Hoyer, Wagner Kamakura, Wesley Johnston, Donald R. Lehmann, Charlotte Mason, Carl Mela. Scott Neslin, Roland Rust, Michel Wedel, and Valarie Zeithami. All submissions underwent JM's standard double-blind review process and members of JM's editorial review board served as reviewers. I would like to express my appreciation to everyone who aprticipated in the development of the special section. The culmination of our work together is a set of nine articles and two essays that advance the science and practice of CRM. I hope that these articles stimulate new intellectual discoveries.

Opini Anda

Klik untuk menuliskan opini Anda tentang koleksi ini!

Kembali