Faculty Mentor

Dr. Scott Rex, Marketing


Toni Conley is a senior double majoring in Marketing and Human Resources. While at MU, she has studied abroad in Beijing and Shanghai, China. She is a member of MU’s Gospel Choir and Marketing Club. Toni is also a recipient of the Ignatius Magis Scholarship. Upon graduation in December, 2013, she intends to pursue her master and doctoral degrees in business administration.



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Internet based technologies have played an important role in the development of modern CRM applications over the last several years. They have been the critical driving force behind the rise of on-demand CRM, and have also enabled on-premise CRM vendors to dramatically simplify deployment and administration. As a result of this, business purchase decision makers are in the midst of a recent and accelerating shift in how they acquire marketing support solutions for their enterprises. They are moving from a CAPEX (capital expenditure) to an OPEX (operational expenditure) model. Many time, marketing support solutions acquired via an on-demand model (OPEX) are called hosted or cloud-based solutions, where service providers own, maintain and upgrade the software applications on their servers at their locations. Customers then access the solutions using web browsers and broadband Internet connections at their offices. This research is an analysis of how purchase decision makers actively weigh a cloud-based approach to CRM versus a premises-based approach. It’s an exploration of how IT and marketing decision makers optimize the profitability of acquiring marketing support solutions using price analysis for these two approaches? Out of the criteria used to select an approach, we want to know how important is price in that decision. We have interviewed 5 executives in the greater Milwaukee area, who have recently deployed a CRM solution for their businesses to better understand the role of price in their decision.

Publication Date

Summer 2013



Toni M. Conley - An Empirical Analysis of How Purchase Decision Makers Arrive at a Fair Price for Subscription-Based CRM

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