The Implications of the Development and Implementation of CRM for Knowledge Management
Diana Lück · IGI Global eBooks · 2011
Throughout the past decade, CRM has become such a buzzword that in contemporary terms the concept is used to reflect a number of differing perspectives. In brief, CRM has been defined as essentially relating to sales, marketing, and even services automation. CRM has also been increasingly associated with cost savings and streamline processes. Accordingly, the topic has been widely covered in terms of its alignment with business strategy. However, there appears to be a paucity of coverage with regards to the concept’s alignment with knowledge management. This chapter demonstrates how CRM in fact pivots upon the dynamics of knowledge management. Furthermore, this chapter emphasises how by lieu of its conceptual underpinnings and operational dimensions, CRM is aligned with business development in the context of knowledge management. References have been made to specific strategies and tactics within the hotel industry in order to illustrate the relevance of this contended association.Request access from your librarian to read this chapter's full text.