The finance-CRM nexus: measure of performance effectiveness
by K. Oh, G. Durden
International Journal of Electronic Customer Relationship Management (IJECRM), Vol. 1, No. 2, 2007

Abstract: The use of financial metrics to study how to manage customer relationships effectively has become important for academicians in recent years. We explore the needs and methods for measuring the performance of marketing activity in the context of Customer Relationship Management (CRM). The metrics for measuring CRM and how such metrics can be linked to financial performance are discussed. The need for such metrics is to provide the necessary management tools for accountability and in strategic decision making for measuring the returns from marketing investments in CRM to enhance shareholder value.

Online publication date: Sun, 02-Dec-2007

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Electronic Customer Relationship Management (IJECRM):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com