How a Medium Sized Enterprise Applies the CRM Approach in its Marketing

• The purpose is to describe how a medium sized enterprise with an international scope, positive economic development, and relatively high ICT maturity applies the CRM approach in its marketing. Medium sized enterprises with these features are assumed to be role models for smaller enterprises, and in particular for smaller enterprises with growth ambitions. This case study is based on structured interviews conducted with the CEO and the manager responsible for IT and IS development in the enterprise. The findings show that the enterprise endorses a customer-oriented business strategy, supported by fairly simple information gathering and analysing methods; that the dependency on agents and dealers is a problem in an CRM perspective; and that the development of the Web offers new possibilities for CRM practices and policies.

Ämnesord

NATURVETENSKAP  -- Data- och informationsvetenskap (hsv//swe)

NATURAL SCIENCES  -- Computer and Information Sciences (hsv//eng)

Nyckelord

CUSTOMER RELATIONSHIP MANAGEMENT; QUALITY

Informatics, computer and systems science

Informatik, data- och systemvetenskap

Publikations- och innehållstyp

ref (ämneskategori)

kon (ämneskategori)