Scoping and aligning CRM strategy in higher education institutions: practical steps

Higher Education Institutions (HEI) management are often uninformed as to how Customer Relationship Management (CRM) can best support the current university business strategy. Our study is extending a previous study undertaken by Khashab et al. ( 2020 ) who iteratively developed a high-level CRM imp...

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Veröffentlicht in:	Journal of strategic marketing 2022-10, Vol.30 (7), p.627-651
Hauptverfasser:	Khashab, Basel, Gulliver, Stephen, Ayoubi, Rami M.
Format:	Artikel
Sprache:	eng
Schlagworte:	CRM higher education marketing strategy
Online-Zugang:	Volltext
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