Cunningham, Colleen M.; Song, Il-Yeol - 2007
capabilities are essential to the success of CRM, there are noagreed upon standardized rules for how to design a data warehouse to … support CRM. Yet,the design of the CRM data warehouse model directly impacts an organization’s ability toreadily perform … analyses that are specific to CRM. Therefore, the broad research questionis: “how to design a data warehouse to support CRM …