The ROI of CRM: Marketing as an Investment
Richard Hochhauser
(President and chief executive officer of Harte‐Hanks, Inc. in San Antonio, TX)
1494
Abstract
CRM offers a different strategy for measuring business success, one focused squarely on customers.
Citation
Hochhauser, R. (2003), "The ROI of CRM: Marketing as an Investment", Handbook of Business Strategy, Vol. 4 No. 1, pp. 371-377. https://doi.org/10.1108/eb060291
Publisher
:MCB UP Ltd
Copyright © 2003, MCB UP Limited