Term Papers on Adidas - Crm Technology from Term Papers Lab.
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Abstract
Purpose - In a seminal article, Webster argued in 1992 (Journal of Marketing, Vol. 56/October, pp. 1-17) that some changes in concept and practice have fundamentally reshaped the field of marketing. He claims that customer relationships' are now the key strategic resource of a business. Strategic partnerships and networks are replacing simple market-based transactions. The purpose of this paper is to investigate this claim in the context of various relationships maintained by the adidas® group.
Approach A detailed analysis was carried out to consider how the organisation has adopted a customer-oriented approach as their key strategy for improved business. This includes factors like increased loyalty of the customers, innovation in creation of new products, use of technology to maintain customer information and the importance of strategic alliances with other businesses.
Findings Customer Relationship management is an integral part of the marketing strategy in......
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Title: Adidas - Crm Technology
Approximate Word Count: 4491
Approximate Pages: 18 (250 words per double-spaced page)
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Adidas - Crm Technology
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