The University of Southampton
University of Southampton Institutional Repository

Modelling CRM in the social media age

Harrigan, Paul (2011) Modelling CRM in the social media age At Academy of Marketing Conference, United Kingdom. 05 - 07 Jul 2011.

Record type: Conference or Workshop Item (Paper)


Customer relationship management (CRM) is a concept that is as old as business (Sheth and Parvatiyar, 1995b; Drucker, 1954; Payne and Frow, 2006). CRM is often confused with relationship marketing, and in actual fact there appears to be no general consensus on the difference between these two phenomena in previous literature (Parvitiyar and Sheth, 2001). However, the best differentiation may be that, where relationship marketing is concerned with managing relationships with multiple stakeholders, CRM is concerned with managing the most important relationship; that with the customer (Ryals and Payne, 2001; Chen and Ching, 2007).

What is certain is that CRM is a critical research domain (Boulding et al., 2005; Kumar et al., 2006; Cooper et al., 2008; Verhoef et al., 2010). Its importance is only increasing as more and more enabling technologies are available to businesses. This paper seeks to conceptualise CRM in an age where digital and social technologies are prominent and disruptive marketing tools. First though, CRM is defined as ‘the cross-functional integration of processes, people, operations, and marketing capabilities that is enabled through information, technology and applications’ (Payne and Frow, 2005:168).

Microsoft Word AM_Paper_2011.doc - Other
Download (91kB)

More information

Published date: July 2011
Venue - Dates: Academy of Marketing Conference, United Kingdom, 2011-07-05 - 2011-07-07


Local EPrints ID: 185419
PURE UUID: cf4be103-76d5-47e6-be37-c17f124be8c0

Catalogue record

Date deposited: 10 May 2011 13:41
Last modified: 18 Jul 2017 11:49

Export record

Download statistics

Downloads from ePrints over the past year. Other digital versions may also be available to download e.g. from the publisher's website.

View more statistics

Atom RSS 1.0 RSS 2.0

Contact ePrints Soton:

ePrints Soton supports OAI 2.0 with a base URL of

This repository has been built using EPrints software, developed at the University of Southampton, but available to everyone to use.

We use cookies to ensure that we give you the best experience on our website. If you continue without changing your settings, we will assume that you are happy to receive cookies on the University of Southampton website.