울산대학교 | 천면중교수

제04장 CRM 전략의 실행
작성자	관리자	작성일	2024-08-05	조회수	45
1. Lecture Notes 2. Readings (01) Bohling, T., Bowman, D., LaValle, S., Mittal, V., Naryandas, D., Ramani, G., & Varadarajan, R. (2006). CRM implementation: Effectiveness issues and insights. Journal of Service Research, 9(2), 184–194. (02) Jayachandran, S., Sharma, S., Kaufman, P., & Raman, P. (2005). The role of relational information processes and technology use in customer relationship management. Journal of Marketing, 69(4), 177–192. (03) Rust, R., Lemon, K., & Zeithaml, V. (2004). Return on marketing: Using customer equity to focus marketing strategy. Journal of Marketing, 68(1), 109–127.

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