A Multidimensional CRM Approach for Enhancing Marketing Innovation Capabilities of Construction Companies Using Structural Equation Modeling

@inproceedings{Ahmed2017AMC,
  title={A Multidimensional CRM Approach for Enhancing Marketing Innovation Capabilities of Construction Companies Using Structural Equation Modeling},
  author={T. Ahmed},
  year={2017}
}
  • T. Ahmed
  • Published 2017
  • Business
  • Despite, customer relationship management (CRM) has reengineered the traditional marketing practices and recently gained wide attention in business and literature as an essential approach for achieving competitive advantage and profitability few works empirically investigated the impact of implementing CRM on marketing innovation capabilities in construction industry and particularly in developing countries context. In responding to this call, the current study aimed at helping to narrow the… CONTINUE READING

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