CRM, SRM and Marketing in Supply Chain

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Author(s): Mehdi Abdollahi Kamran (Urmia University of Technology, Iran)
Copyright: 2012
Pages: 21
Source title: Supply Chain Sustainability and Raw Material Management: Concepts and Processes
Source Author(s)/Editor(s): Reza Zanjirani Farahani (Kingston University London, UK), Shabnam Rezapour (Urmia University of Technology, Urmia, Iran)and Laleh Kardar (University of Houston, USA)
DOI: 10.4018/978-1-61350-504-5.ch008

Keywords: Business & Management / Business Science Reference / Operations and Service Management / Supply Chain Management

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Abstract

The first goal of this chapter is to disclose different aspects of this customer-focused strategy, such as CRM definitions, goals, perspectives, and SCM and CRM integration features. But due to the continual needs of cutting costs, organizations realized the necessity of long term buyer-seller relationships, and they were forced to improve their supply chain and leverage their supply base. The key solution to this necessity is Supplier Relationship Management (SRM). After describing various aspects of CRM, therefore in the second part the different characteristics of SRM and the way going from CRM to SRM is being discussed.

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