Towards a successful customer relationship management: A conceptual framework

摘要: As the world economy becomes globalized, competition has intensified and differences in products have faded. Consequently, businesses become fixated on customer relationship management (CRM) as it a central orienting point academia business environment with organizations increasingly focusing managing relationships strategic capability to achieve market leadership profits. In spite of commercial significance concept, CRM been demonized by critics marketing or managerial fad destined failure. The purpose this article is examine ways improve success effectiveness through conceptualization framework known pyramid stimulate debate research how concept its potency engage customers performance not doubt.   Key words: Customer management, strategy, capability, retention, resources, pyramid.