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How a Medium Sized Enterprise Applies the CRM Approach in its Marketing
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- Wahlberg, Olof (author)
- Mittuniversitetet,Institutionen för samhällsvetenskap (-2013),Mittuniversitetet, Institutionen för samhällsvetenskap
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- Strandberg, Christer (author)
- Mittuniversitetet,Institutionen för samhällsvetenskap (-2013),Mittuniversitetet, Institutionen för samhällsvetenskap
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- Sandberg, Karl W (author)
- Mittuniversitetet,Institutionen för informationsteknologi och medier (-2013),Mittuniversitetet, Institutionen för informationsteknologi och medier
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- (creator_code:org_t)
- Academic Conferences Limited, 2009
- 2009
- English.
- In: Proceedings of the 3rd European Conference on Information Management and Evaluation. - : Academic Conferences Limited. - 9781906638443 - 9781906638436 ; , s. 448-459
- Conference paper (peer-reviewed)
Abstract
Subject headings
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- 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.
Subject headings
- NATURVETENSKAP -- Data- och informationsvetenskap (hsv//swe)
- NATURAL SCIENCES -- Computer and Information Sciences (hsv//eng)
Keyword
- CUSTOMER RELATIONSHIP MANAGEMENT; QUALITY
- Informatics, computer and systems science
- Informatik, data- och systemvetenskap
Publication and Content Type
- ref (subject category)
- kon (subject category)
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- Sirkemaa, Seppo
- About the subject
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- NATURAL SCIENCES
- NATURAL SCIENCES
- and Computer and Inf ...
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- By the university
- Mid Sweden University
- Högskolan Dalarna
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