Does the level of experience have an affect on CRM programs? Exploratory research findings

Article Abstract:

A body of academic and practitioner literature has highlighted the evidences of customer relationship management and frameworks for successful customer relationship management implementation. The effect of experience on customer relationship management has not been discussed and the study draws attention to the extent to which firms deploying customer relationship management are sensitive and responsive to what they might learn from their implementation efforts.

United States, Customer relationship management, Organizational learning

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Relationship marketing in corporate legal services

Article Abstract:

An analysis of the applicability of relationship marketing in legal services reveals that there are conceptual differences that suggest that relationship marketing is not applicable in the context. Empirical evidence suggests however, that outcomes are more important in the continuation of the relationship and that personal relationship mechanisms are more complex than existing literature suggests.

Marketing management, Consumer behavior

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Client Perceptions of Regional Law Firms and their Implications for Marketing Management

Article Abstract:

The influence of the perceptions of organizational and individual customers on UK law firm marketing is discussed.

United Kingdom

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