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Parallel Sessions (Marketing Paradigm): Services Marketing And Crm – Perceptions Of Academicians And Practitioners Based On Common Activities, Salma Rahman, Sarwar Azhar
Parallel Sessions (Marketing Paradigm): Services Marketing And Crm – Perceptions Of Academicians And Practitioners Based On Common Activities, Salma Rahman, Sarwar Azhar
International Conference on Marketing
Services marketing and CRM have generated a lot of interest within practicing managers as well as academicians. This paper aims to determine the commonalities in the two paradigms from the viewpoint of academicians as well as practitioners as previous studies indicated a gap regarding the importance being given to CRM as a new paradigm on one hand and its unsuccessful implementation status on the other hand. In order to achieve the above mentioned objectives, research was carried out in two phases. In phase one systematic review of eight Services Marketing and 9 CRM research papers was carried out in order …