CRM Strategy, a 360 degrees View of the Customer

被引：0

作者：

Llamas Alonso, Ma. Rosa ^{[1
]}

Levy-Mangin, Jean-Pierre ^{[2
]}

Sule Alonso, Ma. Aranzazu ^{[1
]}

机构：

[1] Univ Leon, Dept Direct & Econ Empresa, Campus Vegazana S-N, Leon 24071, Spain

[2] Pavillon LucienBrault, Dept Sci Adm, Hull, PQ J8X 3X7, Canada

来源：

CIENCIA ERGO-SUM | 2005年 / 12卷 / 01期

关键词：

relationship nlarketing; customer relationship management; customer orientation;

D O I：

暂无

中图分类号：

C [社会科学总论];

学科分类号：

03 ; 0303 ;

摘要：

CRM strategy (customer relationship management) is a business philosophy; stemming from relationship marketing that joins strategy and technology, with the objective of creating value for both customers and the company. In this paper we conceptualise this strategy, stressing key issues as well as challenges faced when implementing a God system, from different perspectives: business processes, structure, organizational culture and analytical techniques.

引用

页码：23 / 34

页数：12

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