Value-Based CRMThe Interaction of the Triad of Marketing, FinancialManagement, and IT

Customer relationships represent a firm’s most valuable assets.Within value-basedmanagement it is therefore crucial that customer relationships should be treated as assetsor investments that need to be actively managed to maximize corporate value. However,(mono-)disciplinary approaches often do not explore the true economic potential of CRM.Therefore, this paper first presents the state of the art of CRM in academia and practice ingeneral. Furthermore, specific challenges of a value-based CRM for the interaction betweenmarketing, financial management, and IT are analyzed in detail....