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Technology: Information, Business, Marketing, and CRM Management

In: Handbook On Business Information Systems

Author

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  • FERNANDO M. SERSON

    (Marketing Department, FGV-EAESP, FGV, SP, Brazil and Rua Itapeva, 474-9° andar, Bela vista, São Paulo, SP, 01304-000, Brazil)

Abstract

Based on proposals by both established marketing and customer relationship management (CRM) theories, this chapter seeks to present concise and objective analyses, which recommend them, their characteristics, implications, and recommendations to facilitate the work of the managers and prevent them from wasting resources. So, the manager is invited to reflect on the best way to use the concepts proposed to facilitate the work of management. It follows stating that there is no absolute standard and only one way to manage the marketing and CRM in a company, leaving him to reflect and think how to adapt to the market where he operates, as well as what is the most effective way of using these theories.

Suggested Citation

  • Fernando M. Serson, 2010. "Technology: Information, Business, Marketing, and CRM Management," World Scientific Book Chapters, in: Angappa Gunasekaran & Maqsood Sandhu (ed.), Handbook On Business Information Systems, chapter 23, pages 565-583, World Scientific Publishing Co. Pte. Ltd..
    • Handle: RePEc:wsi:wschap:9789812836069_0023
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