IDEAS home Printed from https://ideas.repec.org/a/sym/journl/93y2006i2.html
   My bibliography  Save this article

CRM and Corporate Communication

Author

Listed:
  • Luigi Caricato

    () (Legrand Group)

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.

Suggested Citation

  • Luigi Caricato, 2006. "CRM and Corporate Communication," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 2 Communi.
  • Handle: RePEc:sym:journl:93:y:2006:i:2
    as

    Download full text from publisher

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

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sym:journl:93:y:2006:i:2. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Niccolo Gordini). General contact details of provider: http://www.unimib.it/symphonya .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.