CRM and Corporate Communication
AbstractCustomer Relationship Management (CRM) has triggered a number of chain reactions that are changing the business communication and the core competencies of managers of businesses, agencies and consultancy companies to direct their processes. From the viewpoint of classic marketing-which developed on the basis of American experience in the field of fast moving consumer goods-it is no surprise that Direct Marketing was considered a sort of minor discipline, tactical and not strategic, CRM is not a technology, but a new market-oriented strategy at the service of marketing, sales and communication.
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Bibliographic InfoArticle provided by University of Milano-Bicocca in its journal Symphonya. Emerging Issues in Management.
Volume (Year): (2006)
Issue (Month): 2 Communication and Global Markets ()
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Web page: http://www.unimib.it/symphonya
Customer Relationship Management (CRM); Above and Below the Line Communications; Direct Marketing; Promotion; Convergence of Communication; Business Communication; Events; Fairs; Marketing; Global Marketing DOI:http://dx.doi.org/10.4468/2006.2.05caricato;
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