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PRACTITIONER-ORIENTED VIEW ON SUCCESSFUL CRM ADOPTION AMONG SMEs - COMPARATIVE CASE EVIDENCE FROM THE B2B CONTEXT
(2017)
Pro gradu - tutkielma
Pro gradu - tutkielma
Previous studies indicate a lack of unity in CRM conceptualization among academics and practitioners. Furthermore, the current literature on CRM portrays a gap between the cost of CRM adoption and the success rate. These ...