Implementing a new customer relationship management (CRM) strategy within the textile industry / Luis Matosas-López.

Format:

Book

Author/Creator:

Matosas-López, Luis, author.

Series:

SAGE Business cases.

SAGE Business cases

Language:

English

Subjects (All):

Small business--Case studies.

Small business.

Customer relations--Management--Case studies.

Customer relations.

Strategic planning--Case studies.

Strategic planning.

Physical Description:

1 online resource : illustrations.

Place of Publication:

London : SAGE Publications: SAGE Business Cases Originals, 2023.

Summary:

Small and medium-sized enterprises (SMEs) are a key part of the business fabric of any country. Current changes in consumption habits and the proliferation of e-commerce are compelling SMEs all around the world to face processes of digitalization and technological transformation, so as to optimize their marketing actions and maintain their competitiveness. This case invites students to put themselves in the situation of a fictional SME in the textile industry, one that has decided to build a customer relationship management (CRM) strategy, implement a CRM system, and articulate a loyalty program for its customers.

Notes:

Description based on XML content.

ISBN:

1-0719-2016-2

9781071920169

OCLC:

1417356889