Knowledge Management and its Role in Customer Relationship Marketing Campaigns Empirical study of online CRM tools

Abstract

This empirical study aimed at conducting a cross case analysis of a four targeted Web-based CRM companies (Microsoft dynamics, Salesforce.com, Sugarcrm and Oracle on demand), in which this research will recognize the extent of knowledge management implantations used in these selected systems. Then highlighting the enhancement role of knowledge management implantations on these web-based CRM selected systems. Besides conducting the cross mapping the marketing campaigns of these selected systems, then comparing the progresses upon the time line of each system development, in order to segregate similarities, differences and uniqueness between these selected systems. And identifying to what extent knowledge management is used in the marketing campaigns of these selected systems. The study also aimed at identifying technologies and how these technologies will affect practices of the web-based CRM organizations upon a cross case analysis of the four companies (Microsoft dynamics, Salesforce.com, Sugarcrm and Oracle on demand) investigated in this research, is forming the core statement of the implementation of knowledge management and its role in the customer relationship management with the integration concept of marketing campaigns upon the customer relationship marketing using online CRM tools. This empirical study with its cross case methodology over the four selected systems (Microsoft dynamics, Salesforce.com, Sugarcrm and Oracle on demand), had concluded the significant role of knowledge management in the marketing cam