Customer Relationship Management Through Information Technologies
Vilnius University Kaunas Faculty of Humanities; UAB TC Prekyba
Customer relationship management (CRM) is a core process in every company. Information technologies enhances it to a new, higher level. This research is relevant in practice because of instantly growing amount of CRM software in the market. Companies must understand their needs and goals to succeed in controlling information related to customer relationships. The main object of this paper is customer relationship management through information technologies. Main tasks were to reveal essential concepts of CRM, its foundation, technical aspects. Another point was to distinguish main companies’ areas which are empowered with information technologies in customer relationship’s management. Another task was to prepare theoretical model of how customer relationships should be managed through information technologies. This model was used to prepare and perform a research on companies working in Lithuania’s business market.
Keyword(s): customer relationship management; B2B; IT; interactive marketing; marketing orientation
Management Theory and Studies for Rural Business and Infrastructure Development
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