E-Novation Customer Relationship Management

Abstract : In the early 1990's, marketing theory experienced a paradigm shift from a transactional approach focusing on sales to a relationship one. This shift was due to several limits of traditional mix marketing based on the "four P's" and to the change in the market business models. In fact, the growing role of branding in mass markets, the development of services marketing, and the importance of network and human interactions in business are some of the main reasons behind relationship marketing emergence. Relationship marketing is then aimed at developing and maintaining mutually profitable relationships with customers and even stakeholders. In the era of technology evolution and Internet, customer relationship management (CRM) is moving forward to better manage, drive, and keep value-added relationships. However, CRM is, first of all, a company strategy and a shared vision that involves organization, people, and processes in satisfying and retaining customers. This chapter deals with the concept of customer centricity and its development, customer lifecycle with acquisition and retention, and finally the issue of CRM implementation.
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Chapitre d'ouvrage
Hugh M. Pattinson and David R. Low. E-Novation for Competitive Advantage in Collaborative Globalization: Technologies for Emerging E-Business Strategies, IGI Global, p. 162-182, 2011, 9781605663944. 〈10.4018/978-1-60566-394-4〉
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https://hal-rbs.archives-ouvertes.fr/hal-00747048
Contributeur : Sandrine Palmer <>
Soumis le : mardi 30 octobre 2012 - 14:02:10
Dernière modification le : mardi 30 octobre 2012 - 14:02:10

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Othman Boujena, Wesley J. Johnston. E-Novation Customer Relationship Management. Hugh M. Pattinson and David R. Low. E-Novation for Competitive Advantage in Collaborative Globalization: Technologies for Emerging E-Business Strategies, IGI Global, p. 162-182, 2011, 9781605663944. 〈10.4018/978-1-60566-394-4〉. 〈hal-00747048〉

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