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CRM and International Channel Management. University of Strathclyde Department
of Marketing International Channel Management Individual ...
... collaboration Reduce indirect channel support costs ... technologies, Microsoft Dynamics
CRM is easy ... offers local market and international functionality—allowing ...
... Apple can use this CRM solution to provide its ... fluid inventory levels since both
channel partners demand ... According to the International Advertising Bureau (2005 ...
... waves of merger and acquisition in the international business arena ... eCRM is not simply
electronic CRM. ... will be the Internet, but every channel of communication ...
... the different Car Rental’s CRM applications: Avis ... and open into every possible channel
of distribution ... presence in every major international airport), use of ...
Submitted by Katiforis on April 11, 2008
Category: Business
Words: 2292 | Pages: 10
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University of Strathclyde
Department of Marketing
International Channel Management
Individual Assignment
CRM and International Channel Management
Martha A. Katiforis
07/04/2003
Introduction
The objective of this study is first to examine the CRM (Customer Relationship Management) concept as apparent in academic and business literature and second to investigate areas where CRM concept relates to International Channel Management (ICM) practice.
The study is developed in two parts: Part A overviews CRM theory and practice interface while in Part B we attempt an analysis and evaluation of ICM in correlation to CRM applications. Analysis is illustrated with positive and negative examples to this end. Finally we attempt a brief overview o of CRM strategy potential of SME’s.
Due to the limited length of the study the analysis adopts a forward outlook only examining manufacturer, distributor & customer relations. However in practice CRM principles are also backward applicable and sometimes more effective through out the whole supply chain.
Part A.
Complexity both in terms of change intensity and factors’ interconnect ness in the external and competitive environment, lead most of businesses to adopt applications of new models and techniques, in order to respond effectively and efficiently to new global market dynamics. With the expansion of International trade, the plethora of goods and services offered and the surge of Internet, consumers...
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