CRM and Corporate Communication

Luigi Caricato ()
Additional contact information
Luigi Caricato: Legrand Group

Symphonya. Emerging Issues in Management, 2006, issue 2 Communication and Global Markets

Abstract: Customer Relationship Management (CRM) has triggered a number of chain reactions that are changing the business communication and the core competencies of managers of businesses, agencies and consultancy companies to direct their processes. From the viewpoint of classic marketing-which developed on the basis of American experience in the field of fast moving consumer goods-it is no surprise that Direct Marketing was considered a sort of minor discipline, tactical and not strategic, CRM is not a technology, but a new market-oriented strategy at the service of marketing, sales and communication.

Keywords: Customer Relationship Management (CRM); Above and Below the Line Communications; Direct Marketing; Promotion; Convergence of Communication; Business Communication; Events; Fairs; Marketing; Global Marketing DOI:http://dx.doi.org/10.4468/2006.2.05caricato (search for similar items in EconPapers)
Date: 2006
References: Add references at CitEc
Citations:

Downloads: (external link)
https://symphonya.unicusano.it/article/view/2006.2.05caricato First version, 2006 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:sym:journl:93:y:2006:i:2

Access Statistics for this article

Symphonya. Emerging Issues in Management is currently edited by Silvio M. Brondoni

More articles in Symphonya. Emerging Issues in Management from Niccolò Cusano University Via Don Carlo Gnocchi, 3 00166 - Roma - Italy.
Bibliographic data for series maintained by Silvio M. Brondoni ().