CRM - Scope and Challenges in B-To-B Markets

Jump To References Section

Authors

  • T. V. Raju
     R. V. Institute of Management, Bangalore ,IN
  • R. K. Gopal
     R. V. Institute of Management, Bangalore ,IN

Keywords:

Always-A-Share Behavior, Lost-For-Good Behavior, Customer Facing Applications, Customer Touching Applications, Customer Centric Applications.
Marketing Communication

Abstract

The new era of business marketing is built on effective relationship management. Relationship management centers on all activities directed towards establishing, developing and maintaining successful exchanges with customers and other constituents. Nurturing and management of customer relationships has emerged as an important strategic activity in most firms. This is because loyal customers are far more profitable to keep than those customers who are price sensitive and perceive little difference among alternative offerings. Secondly a firm that is successful in developing strong relationships with customers secures important and lasting advantages that are hard for competitors to understand or copy. This paper is an attempt to understand buyer behavior, concepts of CRM and the application software used in implementing CRM.

Downloads

Published

2008-04-23

How to Cite

Raju, T. V., & Gopal, R. K. (2008). CRM - Scope and Challenges in B-To-B Markets. DHARANA - Bhavan’s International Journal of Business, 2(1), 23–27. Retrieved from https://informaticsjournals.co.in/index.php/dbijb/article/view/17940

Issue

Volume 2, Issue 1, 2008

Section

Correspondence/Notes

 

References

Adrian Payne and Pennie Frow, "A Strategic Framework for Customer Relationship Management”, Journal of Marketing, Vol 69, October 2005, pp. 167-176.

Barbara Bund Jackson, "Building Customer Relationships that Lasts”, Harvard Business Review 63, November/December 1985, p. 125.

Bensaou M. "Portfolio of Buyer-Seller Relationships”, Sloan Management Review, summer 1999, p. 43.

Claudia Rebolledo, Line Ricard and Lise Prefontaine. "The Potential of Information Technology in Facilitating Relationship Marketing: The Case of Large Canadian Firms”, Journal of Relationship Marketing, Vol.4 (1/2) 2005, pp. 57-70.

Darrell K. Rigby, Frederick F.Richheld and Phil Schefter. "Avoid the Four Perils of CRM”, Harward Business Review 80, Janaury-Febraury 2002, p. 102.

E. Raymond Corey, "Industrial Marketing Cases and Concepts”, 4th Ed, Englewood Cliffs. N. J. Prentice Hall, 1991, p. 11.

Frank V. Cespedes, "Concurrent Marketing: Integrating Product, Sales and Service”, (Boston: Harvard Business School press, 1995), p. 193, also Don peppers.

Martha Rogers and Bob Dorf, "Is Your Company Ready for One to One Marketing?” Harvard Business Review 77 (January/February 1999): pp. 151-160.

Frederick E. Webster Jr., "Market Driven Management; using the New Marketing Concepts to create a Customer-Oriented Company”, (New York: John Wiley and sons, 1994), pp. 166-171.

Frederick Erichheld and Reichheld, "Lead for Loyalty”, Harvard Business Reviews 79, July/August 2001, p. 78.

George S. Day, "Capabilities for Forging Customer Relationships”, Working Paper, Report No 00-118,Marketing Science Institute, Cambridge, Mass, 2000, p. 4.

George S. Day, "Capabilities for Forging Customer Relationships”, Working Paper, Report No.00-118, Marketing Science Institute, Cambridge, March 2000, p. 11.

ICICLE Report, "The Indian CRM Market”, September 2001.

James C. Anderson and James A. Narus, "Partnering as a Focused Market Strategy”, California Management Review 33, spring 1999, p. 98.

Keith Thompson and Maklon, "Developing Relationship Marketing through the Implementation of Customer Relationship Management Technology”, Working Paper, School of Management, Cranford University, 2003.

Larry Yu, "Successful Customer Relationship Management”, IT Sloan Management Review 42, summer 2001, p. 18.

Lynette Ryals "Making Customer Relationship Management Work: The measurement and Profitable Management of Customer Relationships”, Journal of Marketing Vol. 69, October 2005, pp. 252-261.

Patricis B. Seybold, Mitchell I. Kramer and Dr Mohamed Muneer, "Capitalizing on Customers, an Executive Guide to CRM”, 2005, Vikas Publishing House, pp. 1-20.

Rigby, Reichheld and Schefter, "Avoid the Perils of CRM”, p. 104.

Rajagopal, Sanchez and Romulo "Analysis of Customer Portfolio and Relationship Management Models”, The Journal of Business and Industrial Marketing Vol. 20, No. 6, 2005, pp. 307-316 (10).

Sheen leek and Turn bell, "Managing Business-to-Business relationships-An Emerging Model”, Magnet project, University of Burmingham, UK, 2004.

V. Kasturirangan and Bruce Isaacson, "What is Industrial Marketing?” Harvard Business School Note, No. 592-012.

Vikas Saraf, "Understanding and implementing CRM-A Key component for tomorrows business leaders”, Indian Journal of Marketing, 2003, pp. 3-7.

Yong Cao and Thomas S. Gruca "Reducing Adverse Selection through Customer relationship Management”, Journal of Marketing, Vol. 69, October 2005, pp. 219-229.