Reimer, Kerstin; Becker, Jan U. - In: Management review quarterly : systematic literature … 65 (2015) 3, pp. 149-182
, the authors show which CRM objectives have been considered and which customer data have proven to be applicable in the … empirical CRM literature. The results indicate that despite differences with respect to influence, a variety of customer data … and the applicability of customer data for CRM. …