A strategic approach for successful CRM: A European perspective

Oliver MacK, Michael C. Mayo, Anshuman Khare

    Research output: Contribution to journalJournal Articlepeer-review

    19 Citations (Scopus)


    This paper presents a strategic approach to CRM as it is evolving within the European context. While there are many similarities to the North American experience, a new framework is presented giving managers a roadmap for integrating CRM into their own corporate philosophy. The framework is represented by a diamond in which four core CRM activities are positioned within the vision defining the stance the organization takes with regard to CRM, and the basic technical/cultural context of the organization. A three- stage project approach to implementation is presented that identifies the activities and timelines required for the successful implementation of CRM initiatives.

    Original languageEnglish
    Pages (from-to)98-106
    Number of pages9
    JournalProblems and Perspectives in Management
    Issue number2
    Publication statusPublished - 2005


    • CRM
    • CRM Strategy
    • European perspective
    • Framework
    • Implementation guidelines


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