Lorenzon, Antonio; Pilotti, Luciano; Baalen, Peter Van - Dipartimento di Economia, Management e Metodi … - 2006
The term CRM, Customer Relationship Management, is one of the most used word both in Marketing and IT literature and applications. This term is most of the time used as a replacement of a misleading narrow term: Relationship Management (RM). Operations, Customer Service, Sales, human resources,...