Autori: Wiedmann, Klaus-Peter , Buxel, Holger
Titolo: Configuring performance measurement scorecards for Crm
Periodico: Micro & macro marketing
Anno: 2009 - Volume: 18 - Fascicolo: 3 - Pagina iniziale: 417 - Pagina finale: 440

Scorecards are a concept for structuring systems of key figures and the anchoring of such systems in the reporting system of the enterprise. Recently such performance measurement systems are increasingly being discussed in academia and in practice as a basis for the development and implementation of holistic Crm concepts. The present paper sketches the concept of the customer management scorecard for Crm and its primary configuration possibilities.


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SICI: 1121-4228(2009)18:3<417:CPMSFC>2.0.ZU;2-N
Testo completo: http://www.mulino.it/ws/rwDirectDownload.php?doi=10.1431/30800
Testo completo alternativo: http://www.mulino.it/rivisteweb/scheda_articolo.php?id_articolo=30800

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