Customer management : fad or substance?

Abstract

Customer management, customer relationship management (CRM) and relationship marketing are currently receiving substantial attention in academia and industry. It may well be asked whether these concepts should be regarded as mere fads or as substantial contributions to management thought and practice. As a starting point for this debate, an extensive literature review was undertaken. A distinction is made between the different categories and responsibilities of customer management, CRM and relationship marketing, and a new grouping is suggested. It is surmised that CRM and customer management are positioned towards the fad end of the continuum, and that relationship marketing has proven itself as an orientation founded on substance.