...). © Emerald Publishing Limited 2022 Emerald Publishing Limited Licensed re-use rights only CRM Higher education institutions Marketing management UK No universal definition for Customer Relationship Management (CRM) exists (Khashab et al., 2020a). As such, the concept...

... intelligence, thus overwhelming managers with internal data. Argues that to address the information needs of top marketing managers, the environmental factors that have immediate effects on the company′s operation should be identified. Computer‐based information systems could play an important role...