LORENZON, Antonio; BAALEN, Peter J. VAN; PILOTTI, Luciano - Dipartimento di Economia, Management e Metodi … - 2005
The term CRM, Customer Relationship Management, is one of the most applied concept both in Marketing and IT literature and applications. CRM is most of the time used as a replacement of a misleading narrow term: Relationship Management (RM). Operations, Customer Service, Sales, human resources,...