Title: Role and Importance of CRMin Global Competitive Environment
Abstract: Information and communication technologies (ICT) which has flourished due to
spread of microchip technologies during 1970s, created internet which interconnects entire
world and eliminates the classical understanding during 1990s. The fact that electronic trade
and several other transactions could be performed through internet which developed as a
result of widespread use of internet, created a global economy. The knowledge in the global
economy, left behind the production factors which are known as labor, capital, natural
resources and entrepreneurship, has become a standalone production factor. The developed
information technologies caused human-oriented approaches to flourish and production
processes to restructure. With the emergence of customer-oriented approaches, the production
process has become discovering what the customer wants and produce that thus makes
profit by satisfying the customer in this fashion. Marketing function within the enterprise
became a leading factor even more than the production process and marketing position has
become the function of all employees of the enterprise. The enterprises which fail to satisfy
their customers, have become weaker economically and cannot survive. As a result, while
developed information and communication technologies enabled globalization, the customer
has become the most important element in the global economy and those enterprises which
can sell whatever they produce, have been replaced by those enterprises who produce and sell
whatever the customer wants and competition has been increased leading to global
competition which influence entire world. The enterprises which have been deprived of
competitive power through the classical marketing mix (product, price, distribution,
promotion) now have a tendency towards customer relationship management (CRM). CRM is
now used as a new name of the marketing.
Introduction
Publication Year: 2010
Publication Date: 2010-06-01
Language: en
Type: article
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