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An evaluation of the use of 'Customer Relationship Management'(CRM) in an Irish subsidiary of a Global pharmaceutical company

Concannon, Fiona (2008) An evaluation of the use of 'Customer Relationship Management'(CRM) in an Irish subsidiary of a Global pharmaceutical company. Undergraduate thesis, Dublin, National College of Ireland.

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Abstract

Customer relationship management (CRM) can be considered to cover a wide range of behaviours, practices and processes that firms adopt to implement relationship marketing in practice. The key fundamentals of CRM, identified in academic literature, incorporate a customer focused strategy, executed through business processes and supported by technology.

CRM is assumed to be positively correlated with long-term profitability. Indeed,numerous benefits have been ascribed to CRM throughout the literature. Studies on the quantitative benefits of CRM and customer retention report profit gains across various industries based on reducing customer defections. However, not all CRM projects are successful and further studies have reported on CRM failures attributed to a fundamental lack of understanding of what CRM really means.

This dissertation reviews the literature on CRM and incorporates the critical elements, relevant to the practice of CRM, into an employee survey to establish the level of CRM utilised in an Irish subsidiary of a Global prescription pharmaceutical company. The literature suggests that the pharmaceutical industry lags behind other industries in the implementation of CRM processes and technology. This theory is tested in the research undertaken.

Item Type: Thesis (Undergraduate)
Subjects: H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Multinational Industries
H Social Sciences > HF Commerce > Marketing
H Social Sciences > HF Commerce > Customer Service
Divisions: School of Business > BA (Honours) in Business Management
Depositing User: Tim Lawless
Date Deposited: 21 May 2010 11:04
Last Modified: 19 Aug 2014 16:12
URI: http://trap.ncirl.ie/id/eprint/202

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