Ballard, Kristen2008-11-032008-11-032008-02https://hdl.handle.net/1794/766274 p. : ill. This paper was completed as part of the final research component in the University of Oregon Applied Information Management Master's Degree Program [see htpp://aim.uoregon.edu].Customer Relationship Management (CRM) requires a customer-centric focus that aligns business strategies with customer needs to generate profit through maximizing customer lifetime value. Many business managers implement CRM technology without addressing the customer-centric strategic orientation that must be present for CRM to be successful. This Review of the Literature examines 22 articles published between 1973 and 2007 that emphasize customer-centric business strategy as a foundation for CRM and a facilitator for customer loyalty.DataCRMCustomer-centricLoyaltyAIMCustomer relationship managementBusiness strategyApplied Information ManagementOther