P/M/778. Information technologies in customer relationship management
(2006, 3000 words)
The paper examines the use of information technology (IT) in customer relationship management (CRM). The causes of inefficiency in CRM policies are outlined highlighting the difficulties of CRM systemsΠimplementation. The potential of CRM in gaining competitive advantage is discussed touching on the current developments in CRM systems and analysing the implications of CRM for supply chain management, consumer privacy, banking services, etc.
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