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Customer Relationship Management: Strategies and Company-wide Implementation

MAURICIO MITTELMAN INSEAD - Marketing VINCENT ONYEMAH Boston University - Department of Marketing

Abstract:

    Summarizes the proceedings of the conference on "Customer Relationship Management: Strategies and Company-wide Implementation" co-sponsored by the Marketing Science Institute (MSI) and INSEAD, held July 11-12, 2002, in Fontainebleau, France.

    Customer relationship management (CRM) is the strategic process of shaping the interactions between a company and its customers with the goal of maximizing current and lifetime value of customers for the company as well as maximizing satisfaction for customers. CRM is a complex set of activities that together form the basis for a sustainable and hard-to-imitate competitive advantage: the customer-focused organization.

    This conference addressed strategic and implementation issues from a cross-functional perspective. It included speakers from the retail, pharmaceuticals, travel/hospitality, and automotive industries.

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