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C/M/1249. Dissertation. CRM role and implementation: case study of Tesco and NHS

WORDS:
8500
DATE:
2009
PRICE:
89.99 GBP

The dissertation investigates the role and implementation of customer relationship management (CRM) in modern organisations. Literature is reviewed on the theory of relationship marketing, the use of information systems (IS) in CRM, the risks associated with IS that support CRM, etc. Definintions of the basic research concepts are presented including data, information, knowledge, knowledge management (KM), etc. The research methodology is based on qualitative secondary data obtained from the reviewed literature and a case study of CRM implementation in private and public organisations, i.e. in Tesco and NHS (National Health Service). Conclusions are made about the role of CRM and customers’ information in the success of modern companies. Recommendations are suggested about the improvements of the customer relationship culture in NHS.

 

KEYWORDS: Dissertation, customer relationship management, CRM, NHS, Tesco, Relationship Marketing, Information Systems, IS,

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Other Papers On: Management Dissertations
Other Papers On: Customer Relationship Management (CRM)
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