On the design concepts for CRM system

Abstract

In the past few years, information technology has stimulated several innovations in the business and marketing fields, and advances in the technology are changing the research surrounding those fields. Recently, focusing topics in the management and marketing field are electronic customer relationship management (CRM) and the practical use of marketing data and information technology. The goal of this article is not to provide an all‐inclusive tutorial on CRM but rather to provide fundamental concepts behind CRM and some aspects of the system development process. This article provides a comprehensive review of CRM and marketing data sources, and consider some design concepts for creating an effective CRM system from the viewpoint of practical use of the data sources.