Building a company's positional advantage based on CRM capabilities and marketing intelligence towards marketing performance


  • Umar Chadhiq Universitas Wahid Hasyim, Semarang, Indonesia
  • Nanang Yusroni Universitas Wahid Hasyim, Semarang, Indonesia


company, CRM, data, excellence, marketing, performance, publication review


This economic study aimed to build a positional advantage based on CRM capabilities and marketing intelligence to improve marketing performance. We chose secondary data studies to answer the above issues by searching for data and documents from several economics and marketing publications on customer satisfaction. The sources of articles that we focus on are well-known publications such as the Elsevier journal, Google Books, sage pub, Taylor & France, and other sources of websites that have been published over the past ten years. Our data and information are analyzed to understand the coding system, evaluation, and in-depth interpretation until we find valid and reliable data findings. We may infer from the presentation of the data results that utilizing CRM to create a business edge can provide advantages for sales, marketing, service, and other company operations. CRM may also assist businesses in sharing data, improving customer interactions and support, and lowering expenses to improve company earnings.


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How to Cite

Chadhiq, U., & Yusroni, N. (2021). Building a company’s positional advantage based on CRM capabilities and marketing intelligence towards marketing performance. International Journal of Business, Economics & Management, 4(3), 469-476.



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