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Erschienen in:
2020 | OriginalPaper | Buchkapitel
Introduction
verfasst von : David Beirau
Erschienen in: Which Customers Pay?
Verlag: Springer Fachmedien Wiesbaden
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Over the past decades, more and more organizations have refrained from product-centric marketing and have moved toward a customer-oriented management of relationships (Reinartz et al. 2004). Taking a broad and strategic perspective, customer relationship management (CRM) can be interpreted as a general approach reflecting a customer-oriented business culture, which tries to win and keep customers by proposing and creating high value (Buttle 2004; Payne and Frow 2005; Payne et al. 2017). However, the scope of CRM is greater than simply acting customer-orientated since it combines the analysis of value to the customer and value to the supplier (Boulding et al. 2005).