The Interdisciplinary Nature of Analytical CRM
DOI:
https://doi.org/10.15678/krem.788Keywords:
analytical CRM, relationship marketing, database marketing, data-driven marketingAbstract
The purpose of this article is to highlight the interdisciplinary nature of analytical CRM and its relationships with other disciplines, research approaches and procedures. The author attempts to locate this research approach relative to other related disciplines. He refers to the Anglo-American and Scandinavian schools of relationship marketing, database marketing, data-driven marketing, business intelligence and market research. The summary of this study is to define analytical CRM from the perspective of marketing research.
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References
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