文章基本信息

标题：La estrategia CRM, una visión 360º del cliente
本地全文：下载
作者：Ma. Rosa Llamas Alonso ; Jean-Pierre Lévy-Mangin ; Ma. Aranzazu Sulé Alonso 等
期刊名称：Ciencia Ergo Sum
印刷版ISSN：1405-0269
出版年度：2005
卷号：12
期号：1
页码：23-34
语种：English
出版社：Universidad Autónoma del Estado de México
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 CRM system, from different perspectives: business processes, structure, organizational culture and analytical techniques
其他摘要：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 CRM system, from different perspectives: business processes, structure, organizational culture and analytical techniques
关键词：relationship marketing; customer relationship management; customer orientation