An investigation into Dutton Gregory’s 4 key components, for their customer relationship management (CRM) system.

Student, A. (2015) An investigation into Dutton Gregory’s 4 key components, for their customer relationship management (CRM) system. Undergraduate thesis, University of Chichester.

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Abstract

CRM systems have a substantial significance to how well firms handle their client
data and this influence also implements a company’s marketing strategies. All
sorts of organisations use CRM from larger corporate brands to small privately
owned business, the CRM systems just many layers, to the small and simple to
the large and complex.
The author research is based around a firm called Dutton Gregory where he was
pleased to attend a 10 week placement there. By meeting a specific framework
using the onion framework model for the authors methodology, an investigation
into the 4 key components is then conducted which is vital for the author to
discover an understanding on how efficiencies can be implemented physically
and non-physically to the system.
The findings collected from the author hypothesis that there was not just the
factor of efficiency issues within the CRM system, but also towards the culture of
Dutton and Gregory. If Culture and efficient training sync internally into firm
relating to the CRM system this can match the key components of a successful
CRM system as explained by Peelan (2005a)

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Marketing
Subjects: H Social Sciences > HF Commerce
H Social Sciences > HG Finance
Divisions: Departments > Business School
Undergraduate Dissertations
Depositing User: Steve Bowman
Date Deposited: 29 Jul 2015 11:11
Last Modified: 13 Aug 2015 13:42
URI: http://eprints.chi.ac.uk/id/eprint/1466

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