Basic Model of CKM in Terms of Marketing Performance and Some Important Antecedents and Dimensions

Customer-centric marketing strategies have gained momentum in the academic world as well as in the professional field. With the gradual development of CRM, RM, and most recently KM, Customer Knowledge Management (CKM) is becoming a buzzword in the marketing discipline. Based on thoroughly researched secondary data, this conceptual chapter suggests a basic framework of CKM in terms of marketing performance through integrating the so far incoherent frameworks as proposed by previous authors. The proposed framework reveals the influence of the elements of CRM and KM layer on the marketing performance of the organizations as well as different interaction effects of these layers. The chapter also includes some new dimensions and antecedents of CKM in terms of organizational performance and some new recent trends of CKM. Some practices of CKM in an emerging country like Vietnam are included in the chapter.