THREE KEY ELEMENTS OF CUSTOMER RELATIONSHIP MANAGEMENT: A LITERATURE REVIEW (2004-2012)

The present article aims to review some selective studies which have been conducted on Customer Relationship Management (CRM). CRM is more evolution than revolution. CRM is quite new and there is no proposed definition for CRM and many researchers have reviewed previous explanations of CRM. Therefore it is important to know what CRM is all about according to the academics, researchers and how many organizations adapt the definition to their own business and their unique needs. To achieve a comprehensive literature on CRM, The author takes a range of recently published works on CRM from 2004 to 2012. The findings provide information about each source, indicating what can be found there and how the information can help. In addition, this article fulfills an identified information/resources need and offers practical help to an individual and academic starting out a research on CRM.