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CRM and Corporate Communication

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Author Info

  • Luigi Caricato

    ()
    (Legrand Group)

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    Abstract

    Customer 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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    File URL: http://webdepot.gsi.unimib.it/symphonya/RePec/pdf/symjournl93.pdf
    File Function: First version, 2006
    Download Restriction: no

    Bibliographic Info

    Article provided by University of Milano-Bicocca in its journal Symphonya. Emerging Issues in Management.

    Volume (Year): (2006)
    Issue (Month): 2 Communication and Global Markets ()
    Pages:

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    Handle: RePEc:sym:journl:93:y:2006:i:2

    Contact details of provider:
    Web page: http://www.unimib.it/symphonya

    Related research

    Keywords: 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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