The Adoption of a CRM Strategy Based on the Six-Dimensional Model: A Case Study

José Duarte Santos (Polytechnic Institute of Gaya, Portugal) and José Pita Castelo (Universidade de Vigo, Spain)
Copyright: © 2022 |Pages: 270
EISBN13: 9781668447260|DOI: 10.4018/978-1-7998-1630-0.ch011
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Abstract

If the definition of CRM is not consensual, the model for incorporating or analyzing the concept within an organization is also not. In this chapter, considering the ‘Six-Dimensional Model CRM Strategy', which integrates 65 critical success factors, the authors analyze how these manifest themselves in an organization. Thus, the case studied is presented and described following the six dimensions (CRM strategy formulation, relational marketing philosophy, best practices, organizational and human resources, CRM processes, CRM technology) and also synthesizes in a table how the company analyzed reacted to critical success factors.
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