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While the popularity of Customer Relationship Management has grown over the years and across disciplines, there is no clear consensus on how to define it. It also appears that different lifecycles exist of CRM depending on the discipline. This paper proposes a comprehensive definition of CRM that can be used across disciplines and uses bibliometirc technique to analyze the lifecycles of CRM in the Marketing and Information Systems disciplines for the purpose determining whether it is a fad or fashion. Results from a bibliometric technique, using data from 2000-2009, show the lifecycle of CRM appears to be a fad in the information systems and fashion in marketing fields. More study is needed to ascertain the popularity of the topic going forward.

DEVELOPMENT AND DIFFUSION OF CUSTOMER RELATIONSHIP MANAGEMENT ACROSS DISCIPLINES: FAD OR FASHION?