La estrategia CRM, una visión 360º del cliente
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 ch...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Universidad Autonoma del Estado de Mexico
2005-01-01
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| Series: | Ciencia Ergo Sum |
| Subjects: | |
| Online Access: | http://www.redalyc.org/articulo.oa?id=10412103 |
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| _version_ | 1832086337837072384 |
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| author | Ma. Rosa Llamas Alonso Jean-Pierre Lévy-Mangin Ma. Aranzazu Sulé Alonso |
| author_facet | Ma. Rosa Llamas Alonso Jean-Pierre Lévy-Mangin Ma. Aranzazu Sulé Alonso |
| author_sort | Ma. Rosa Llamas Alonso |
| collection | DOAJ |
| description | 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 |
| format | Article |
| id | doaj-art-1713557c74e24c2dbe0b5bbf9aca1abf |
| institution | Kabale University |
| issn | 1405-0269 2395-8782 |
| language | English |
| publishDate | 2005-01-01 |
| publisher | Universidad Autonoma del Estado de Mexico |
| record_format | Article |
| series | Ciencia Ergo Sum |
| spelling | doaj-art-1713557c74e24c2dbe0b5bbf9aca1abf2025-02-06T16:00:27ZengUniversidad Autonoma del Estado de MexicoCiencia Ergo Sum1405-02692395-87822005-01-011212334La estrategia CRM, una visión 360º del clienteMa. Rosa Llamas AlonsoJean-Pierre Lévy-ManginMa. Aranzazu Sulé AlonsoCRM 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 techniqueshttp://www.redalyc.org/articulo.oa?id=10412103relationship marketingcustomer relationship managementcustomer orientation |
| spellingShingle | Ma. Rosa Llamas Alonso Jean-Pierre Lévy-Mangin Ma. Aranzazu Sulé Alonso La estrategia CRM, una visión 360º del cliente Ciencia Ergo Sum relationship marketing customer relationship management customer orientation |
| title | La estrategia CRM, una visión 360º del cliente |
| title_full | La estrategia CRM, una visión 360º del cliente |
| title_fullStr | La estrategia CRM, una visión 360º del cliente |
| title_full_unstemmed | La estrategia CRM, una visión 360º del cliente |
| title_short | La estrategia CRM, una visión 360º del cliente |
| title_sort | la estrategia crm una vision 360º del cliente |
| topic | relationship marketing customer relationship management customer orientation |
| url | http://www.redalyc.org/articulo.oa?id=10412103 |
| work_keys_str_mv | AT marosallamasalonso laestrategiacrmunavision360odelcliente AT jeanpierrelevymangin laestrategiacrmunavision360odelcliente AT maaranzazusulealonso laestrategiacrmunavision360odelcliente |