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Keywords: CRM resource allocation
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2022) 34 (6): 1245–1265.
Published: 30 September 2021
... to a competitor's CRM strategy. This study provides guidance for optimal decision-making regarding a firm's CRM resource allocation in a duopoly market. Our study spans several interrelated research streams. Our fundamental contribution is to the CRM literature on marketing. To determine how firms can maximize...
Includes: Supplementary data
