A Comparative Case Study Investigating the Adoption of Crm
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A Comparative Case Study Investigating the Adoption of Crm

A Comparative Case Study Investigating the Adoption of Crm


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About the Book

This study concentrates on Tesco and Sainsbury's - two major retailers in the United Kingdom as cases. The contents are rigorously developed under the title 'A Comparative Case Study Investigating the Adoption of CRM - The Case of Tesco and Sainsbury's'. From cross comparison viewpoint, the set objectives are: first, to explore the key influential aspects of Customer Relationship Management (CRM); second, to identify the current trends of CRM adoption; third, to identify the CRM practices employed by Tesco and Sainsbury's; and finally, to critically evaluate and compare the impact of the CRM policies adopted by the two retailers as cases, regarding the consumer making process. This empirical study used the mixed method that combined both qualitative and quantitative research approach. The results are unique and have indicated the importance of adopting effective CRM policies to ensure business growth and profitability.


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Product Details
  • ISBN-13: 9783659416446
  • Publisher: Lap Lambert Academic Publishing
  • Publisher Imprint: LAP LAMBERT Academic Publishing
  • Height: 229 mm
  • No of Pages: 68
  • Series Title: English
  • Weight: 163 gr
  • ISBN-10: 3659416444
  • Publisher Date: 17 Jul 2013
  • Binding: Paperback
  • Language: English
  • Returnable: N
  • Spine Width: 4 mm
  • Width: 152 mm


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A Comparative Case Study Investigating the Adoption of Crm
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A Comparative Case Study Investigating the Adoption of Crm
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