School of Economics, Business Administration and Legal Studies, Executive MBA
This study explains the role of social media as a solution to traditional Customer
Relationship Management failures. Customer Relationship Management (CRM) concept
as strategic marketing tool, is analysed. Accordingly, this study explains the role of social
media in customer relationship management and the key reasons for integrating social
media to CRM are explained. Then a case study is analyzed in order to see what are the
implications of using social media in CRM and how this result in CRM failure.