... and places the articles in context. Findings The study shows that CRM drives a firm’s online reputation management strategy. CRM usage has a positive effect on brand equity. However, only under the right circumstances online reputation management enhances brand equity. Originality/value The briefing...

... of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format. CRM Servitization Business Digitalization When it comes to achieving internationalization, businesses encountering foreign markets must carefully consider how...

...Mehran Nejati Purpose – The purpose of this study is to highlight the importance of cause-related marketing (CRM) and explain the factors which influence the success of a CRM campaign. Design/methodology/approach – Provides a viewpoint article based on the author's experience and expertise...

... Since gaining a mass following in the mid‐1990s, companies have poured millions into customer relationship management (CRM) software and solutions. Over the next few years analysts predict that this high spend is set to continue. But why the explosion in investment? Can CRM offer long‐term value...