Explain the importance of senior management


1. Why might CRM initiatives fail?
2. Explain the importance of senior management support for the CRM initiatives.
3. Discuss possible challenges to the adaptation of the programme in continental Europe.
4. Discuss the following statement by Herb Kelleher, former CEO of Southwest Airline "People are more important than financial resources, equipment, and materials assets'

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Business Management: Explain the importance of senior management
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