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CRM – the new business strategy in the digital age

Author

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  • SOCA, Diana

Abstract

The globalization of economy and markets imposes changes in the activity of companies, including an increase in the involvement of marketing in the management process. Marketing suggests a new way of conduct for economic factors that implies responsiveness to social demands, the ability to adapt to market requirements, innovative spirit, vision and maximum efficiency. At the same time, the development of information technology imposes a reconfiguration of the marketing strategies and business models, and customer relationship management (CRM) is becoming an area of great interest to researchers worldwide.

Suggested Citation

  • SOCA, Diana, 2014. "CRM – the new business strategy in the digital age," Holistic Marketing Management Journal, Holistic Marketing Management, vol. 4(3), pages 37-44, September.
    • Handle: RePEc:hmm:journl:v:4:y:2014:i:3:p:37-44
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    More about this item

    Keywords

    CRM; marketing strategy; Internet Buyer’s Journey Both-Brain Approach;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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