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:	Ma. Rosa Llamas Alonso, Jean-Pierre Lévy-Mangin, Ma. Aranzazu Sulé Alonso
Format:	article
Language:	EN
Published:	Universidad Autonoma del Estado de Mexico 2005
Subjects:	relationship marketing customer relationship management customer orientation Science Q Social Sciences H
Online Access:	https://doaj.org/article/1713557c74e24c2dbe0b5bbf9aca1abf
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id	oai:doaj.org-article:1713557c74e24c2dbe0b5bbf9aca1abf
record_format	dspace
spelling	oai:doaj.org-article:1713557c74e24c2dbe0b5bbf9aca1abf2021-11-11T14:46:34ZLa estrategia CRM, una visión 360º del cliente1405-02692395-8782https://doaj.org/article/1713557c74e24c2dbe0b5bbf9aca1abf2005-01-01T00:00:00Zhttp://www.redalyc.org/articulo.oa?id=10412103https://doaj.org/toc/1405-0269https://doaj.org/toc/2395-8782CRM 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 techniquesMa. Rosa Llamas AlonsoJean-Pierre Lévy-ManginMa. Aranzazu Sulé AlonsoUniversidad Autonoma del Estado de Mexicoarticlerelationship marketingcustomer relationship managementcustomer orientationScienceQSocial SciencesHENCiencia Ergo Sum, Vol 12, Iss 1, Pp 23-34 (2005)
institution	DOAJ
collection	DOAJ
language	EN
topic	relationship marketing customer relationship management customer orientation Science Q Social Sciences H
spellingShingle	relationship marketing customer relationship management customer orientation Science Q Social Sciences H Ma. Rosa Llamas Alonso Jean-Pierre Lévy-Mangin Ma. Aranzazu Sulé Alonso La estrategia CRM, una visión 360º del cliente
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
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
title	La estrategia CRM, una visión 360º del cliente
title_short	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_sort	la estrategia crm, una visión 360º del cliente
publisher	Universidad Autonoma del Estado de Mexico
publishDate	2005
url	https://doaj.org/article/1713557c74e24c2dbe0b5bbf9aca1abf
work_keys_str_mv	AT marosallamasalonso laestrategiacrmunavision360odelcliente AT jeanpierrelevymangin laestrategiacrmunavision360odelcliente AT maaranzazusulealonso laestrategiacrmunavision360odelcliente
_version_	1718438820898144256

La estrategia CRM, una visión 360º del cliente

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