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Customer relationship management (CRM) in business-to-business (B2B) e-commerce

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Abstract:

Customer relationship management (CRM) and business-to-business (B2B) are essential to the success of modern business. Although they are two different modules, they share many similarities. The integration of CRM and B2B will benefit all related parties in business processes, including sales, marketing, customer service, and information support. This article discusses the characteristics, similarities, and differences of B2B and CRM. It also explores the CRM-B2B integration strategies, the current issues and their future development trends.

Keywords: Business-To-Business Marketing; Customer Satisfaction; Electronic Commerce; Management

Document Type: Research Article

DOI: http://dx.doi.org/10.1108/09685220310463722

Publication date: March 5, 2003

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