Why should SME adopt IT enabled CRM strategy?

Recent trends of fast adoption of CRM, whether as a philosophy, a strategy, an aid to the general marketing effort and mix, or merely as a fashion; as every body else is doing it; is driven by a clear acknowledgement and recognition that long-term relationships with customers are one of the most important assets of an organization and that information-enabled systems must be developed that will give the organization some form of ownership, that is: 'customer ownership'.

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Year of publication:	2007
Authors:	MARINESCU, Miruna MAZURENCU ; MIHAESCU, Constanta ; NICULESCU-ARON, Ileana Gabriela
Published in:	Informatica Economica. - Academia de Studii Economice din Bucureşti, ISSN 1453-1305. - Vol. XI.2007, 1, p. 109-112
Publisher:	Academia de Studii Economice din Bucureşti
Subject:	CRM \| SME \| IT \| e-tools \| strategy

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Extent:	application/pdf
Type of publication:	Article
Language:	English
Source:	RePEc - Research Papers in Economics

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