Uso de sistemas de gestión de relaciones con clientes: evidencias de Instituciones de Educación Superior en Colombia

Autor:	Oscar Robayo-Pinzon, Sandra Patricia Rojas Berrio
Rok vydání:	2017
Předmět:	Marketing management Higher education Disarticulation business.industry Business administration medicine Information system Organizational culture Customer relationship management medicine.disease business Student dropout
Zdroj:	LIBRE EMPRESA. 14:241-252
ISSN:	2538-9904 1657-2815
DOI:	10.18041/libemp.2017.v14n1.27111
Popis:	This document explores Customer Relationship Management Systems (CRM) use at Higher Education Institutions (HEI’s), in Colombia. In-depth interviews were conducted involving 8 marketing managers at private HEI’s, information was processed in NVIVO. Findings indicate that all HEI’s interviewed use CRM; however, some conduct campaigns through other sources (i.e. information systems or manually), which leads to further disarticulation of marketing activities, due to reprocessing. The above has as managerial implication the need to generate mechanisms that allow information and marketing management strategies as part of organization culture, to keep and track customers knowledge through CRM potential, in a country with high levels of student dropout.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_dedup___::2553d4fc4961417e296f0dd69dff9f8d https://doi.org/10.18041/libemp.2017.v14n1.27111 Zobrazit plný text záznamu