Utilize este identificador para referenciar este registo: http://hdl.handle.net/10400.1/2860
Título: E-CRM and CMS systems: potential for more dynamic businesses
Autor: Fernandes, Silvia Brito
Palavras-chave: E-CRM
Multi-channel retailing,
Customer base
Business dynamics
Process integration
Web-based strategies
IT-enabled services
Relationship marketing
Virtual enterprise
Data warehouse
Information systems
Data: Set-2009
Editora: IGI Global
Resumo: Any change in customer’s behaviour affects the customer’s value. In addition, profitability and economic viability also change. Most companies still do not know entirely their customer base characteristics. They find difficult to define criteria that segment their customer base to find high-value customers. They need to focus on target selections to carry on with marketing campaigns which involve high investments. Given the potential of e-CRM and CMS as powerful tools to guide customer-oriented understanding and analysis, greater attention is required. Several companies, operating within the same business and having access to the same information and technology, differ in e-CRM performance. Without sufficient evidence, managers are prone to making investment decisions that are neither efficient nor effective. So it is imperative to base the decision of e-CRM and CMS adoption, on not only their analytical power, but also on economic viability criteria for sustainable business dynamics
Peer review: yes
URI: http://hdl.handle.net/10400.1/2860
ISBN: 1605668567
Versão do Editor: http://www.igi-global.com/chapter/crm-cms-systems/37913
Aparece nas colecções:FEC3-Livros (ou partes, com ou sem arbitragem científica)

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