Technology: Information, Business, Marketing, and CRM Management

Fernando M. Serson
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Fernando M. Serson: Marketing Department, FGV-EAESP, FGV, SP, Brazil and Rua Itapeva, 474-9° andar, Bela vista, São Paulo, SP, 01304-000, Brazil

Chapter 23 in Handbook on Business Information Systems, 2010, pp 565-583 from World Scientific Publishing Co. Pte. Ltd.

Abstract: AbstractBased on proposals by both established marketing and customer relationship management (CRM) theories, this chapter seeks to present concise and objective analyses, which recommend them, their characteristics, implications, and recommendations to facilitate the work of the managers and prevent them from wasting resources. So, the manager is invited to reflect on the best way to use the concepts proposed to facilitate the work of management. It follows stating that there is no absolute standard and only one way to manage the marketing and CRM in a company, leaving him to reflect and think how to adapt to the market where he operates, as well as what is the most effective way of using these theories.

Keywords: Information Systems; Systemization; Business Process Development; Health Care; Industrial Management; Data Management; Semantic Web Services; Knowledge Management; Risk Management (search for similar items in EconPapers)
Date: 2010
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