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How a Medium Sized Enterprise Applies the CRM Approach in its Marketing
Mittuniversitetet, Institutionen för samhällsvetenskap.
Mittuniversitetet, Institutionen för samhällsvetenskap.
Mittuniversitetet, Institutionen för informationsteknologi och medier.ORCID iD: 0000-0001-5315-5450
Mittuniversitetet, Institutionen för informationsteknologi och medier.
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2009 (English)In: Proceedings of the 3rd European Conference on Information Management and Evaluation / [ed] Remenyi, D; Ljungberg, Jan; Grundén, Kerstin, Academic Conferences Limited , 2009, 448-459 p.Conference paper, Published paper (Refereed)
Abstract [en]

The purpose is to describe how a medium sized enterprise with an international scope, positive economic development, and relatively high ICT maturity applies the CRM approach in its marketing. Medium sized enterprises with these features are assumed to be role models for smaller enterprises, and in particular for smaller enterprises with growth ambitions. This case study is based on structured interviews conducted with the CEO and the manager responsible for IT and IS development in the enterprise. The findings show that the enterprise endorses a customer-oriented business strategy, supported by fairly simple information gathering and analysing methods; that the dependency on agents and dealers is a problem in an CRM perspective; and that the development of the Web offers new possibilities for CRM practices and policies.

Place, publisher, year, edition, pages
Academic Conferences Limited , 2009. 448-459 p.
Keyword [en]
Small and medium sized enterprises; customer relationship marketing; Web 2.0; dependency on marketing agents
National Category
Computer and Information Science
Identifiers
URN: urn:nbn:se:du-15399ISI: 000274173600049ISBN: 978-1-906638-44-3 cd (print)ISBN: 978-1-906638-43-6 (print)OAI: oai:DiVA.org:du-15399DiVA: diva2:745346
Conference
3rd European Conference on Information Management and Evaluation, University of Gothenburg, Sweden, 17-18 September 2009
Available from: 2009-09-16 Created: 2014-09-10 Last updated: 2015-11-26Bibliographically approved

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • chicago-author-date
  • chicago-note-bibliography
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf