chapter  1
16 Pages

CRM top of the management agenda

In an era of increasingly transient management themes, few board agendaitems are attracting the sustained attention of Customer Relationship Management, or CRM. To provide some measure of the explosion of manage-

ment interest in CRM, UK market research company Forrester Research

searched the Dow Jones’ content base of more than 6000 management publica-

tions for references about CRM and found 6048 articles in 2000, up from 442

articles in 1998 (Chatham et al. 2001).