CRM Unplugged Releasing CRM’s Strategic Value
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In the euphoria over IT and the Internet in the 1990s and early 2000s, Customer Relationship Management (CRM) took center stage. Most every major company invested heavily in broad suites of demand side applications that were supposed to transform interactions with customers and drive sales and profitability. The logic behind CRM seemed compelling, and companies invested to the tune of tens of billions of dollars. Siebel Systems, among others, attained the status of a stock market darling as sales of software licenses grew exponentially. Huge CRM projects, reminiscent of enterprise resource planning (ERP) installations, became the dominant focus of many IT departments....
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