Malthouse, Edward; Haenlein, Michael; Skiera, Bernd; … - 2015
CRM has traditionally referred to a company managing relationships with customers. The rise of social media, which has … rise of social media. The convergence of social media and CRM creates pitfalls and opportunities, which are explored. We … organize this discussion around the new “social CRM house,” and discuss how social media engagement affects the house’s core …