La estrategia CRM, una visión 360º del cliente
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Redalyc
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| Format: | Artículo científico |
| Langue: | en |
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Universidad Autónoma del Estado de México
2005
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| _version_ | 1876434739427016704 |
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| author | Ma. Rosa Llamas Alonso |
| author_facet | Ma. Rosa Llamas Alonso |
| contents | La estrategia CRM, una visión 360º del cliente Ma. Rosa Llamas Alonso Ma. Aranzazu Sulé Alonso Jean-Pierre Lévy-Mangin Multidisciplinarias (Ciencias Sociales) customer orientation relationship marketing customer relationship management 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 2005 artículo científico 1405-0269 https://www.redalyc.org/articulo.oa?id=10412103 en http://www.redalyc.org/revista.oa?id=104 CIENCIA ergo-sum, Revista Científica Multidisciplinaria de Prospectiva application/pdf Universidad Autónoma del Estado de México CIENCIA ergo-sum, Revista Científica Multidisciplinaria de Prospectiva (México) Num.1 Vol.12 |
| format | Artículo científico |
| id | redalyc_10412103 |
| institution | Redalyc |
| language | en |
| publishDate | 2005 |
| publisher | Universidad Autónoma del Estado de México |
| spellingShingle | La estrategia CRM, una visión 360º del cliente Ma. Rosa Llamas Alonso Multidisciplinarias (Ciencias Sociales) customer orientation relationship marketing customer relationship management La estrategia CRM, una visión 360º del cliente Ma. Rosa Llamas Alonso Ma. Aranzazu Sulé Alonso Jean-Pierre Lévy-Mangin Multidisciplinarias (Ciencias Sociales) customer orientation relationship marketing customer relationship management 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 2005 artículo científico 1405-0269 https://www.redalyc.org/articulo.oa?id=10412103 en http://www.redalyc.org/revista.oa?id=104 CIENCIA ergo-sum, Revista Científica Multidisciplinaria de Prospectiva application/pdf Universidad Autónoma del Estado de México CIENCIA ergo-sum, Revista Científica Multidisciplinaria de Prospectiva (México) Num.1 Vol.12 |
| title | La estrategia CRM, una visión 360º del cliente |
| topic | Multidisciplinarias (Ciencias Sociales) customer orientation relationship marketing customer relationship management |
| url | https://www.redalyc.org/articulo.oa?id=10412103 |