The Customer Relationship Management Process: Its Measurement and Impact on Performance Author(s): Werner Reinartz, Manfred Krafft, Wayne D. Hoyer Source: Journal of Marketing Research, Vol. 41, No. 3 (Aug., 2004), pp. 293-305 Published by: American Marketing Association Stable URL: http://www.jstor.org/stable/30162340 . Accessed: 17/03/2011 19:36
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WERNER REINARTZ, MANFRED KRAFFT,and WAYNE D. HOVER*
An understanding of how to manage relationships with customers effectively has become an important topic for both academicians and practitioners in recent years. However, the existing academic literature and the practical applications of customer relationship management (CRM) strategies do not provide a clear