Marketing de relacionamento e CRM – Customer Relationship Management

Alcântara, Daniel de Oliveira

Marketing de relacionamento e CRM – Customer Relationship Management

The customer and products relationship is one of the most important fundaments concerned to the marketing universe structure The origin of this process can be proved through the client and supplier relationship and from this interaction comes the marketing action which we nominate relationship Marke...

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Detalles Bibliográficos
Autor:	Alcântara, Daniel de Oliveira
Tipo de recurso:	tesis de maestría
Estado:	Versión publicada
Fecha de publicación:	2002
País:	Brasil
Institución:	Universidade Nove de Julho (UNINOVE)
Repositorio:	Biblioteca Digital de Teses e Dissertações da Uninove
Idioma:	portugués
OAI Identifier:	oai:localhost:tede/940
Acceso en línea:	https://bibliotecatede.uninove.br/handle/tede/940
Access Level:	acceso abierto
Palabra clave:	relacionamento tecnologia da informação valor – para o cliente mudanças comportamento relationship information technology customer value changes: behavior CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO

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dc.title.por.fl_str_mv	Marketing de relacionamento e CRM – Customer Relationship Management
title	Marketing de relacionamento e CRM – Customer Relationship Management
spellingShingle	Marketing de relacionamento e CRM – Customer Relationship Management Alcântara, Daniel de Oliveira relacionamento tecnologia da informação valor – para o cliente mudanças comportamento relationship information technology customer value changes: behavior CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
title_short	Marketing de relacionamento e CRM – Customer Relationship Management
title_full	Marketing de relacionamento e CRM – Customer Relationship Management
title_fullStr	Marketing de relacionamento e CRM – Customer Relationship Management
title_full_unstemmed	Marketing de relacionamento e CRM – Customer Relationship Management
title_sort	Marketing de relacionamento e CRM – Customer Relationship Management
dc.creator.none.fl_str_mv	Alcântara, Daniel de Oliveira
author	Alcântara, Daniel de Oliveira
author_facet	Alcântara, Daniel de Oliveira
author_role	author
dc.contributor.advisor1.fl_str_mv	Basta, Cesar
dc.contributor.advisor1Lattes.fl_str_mv	http://lattes.cnpq.br/4855747314765354
dc.contributor.referee1.fl_str_mv	Salles, José Antonio Arantes
dc.contributor.referee1Lattes.fl_str_mv	http://lattes.cnpq.br/6071501934883849
dc.contributor.referee2.fl_str_mv	Pizzinatto, Nádia Kassouf
dc.contributor.referee2Lattes.fl_str_mv	http://lattes.cnpq.br/7904670006695041
dc.contributor.authorLattes.fl_str_mv	http://lattes.cnpq.br/2313380354812777
contributor_str_mv	Basta, Cesar Salles, José Antonio Arantes Pizzinatto, Nádia Kassouf
dc.subject.por.fl_str_mv	relacionamento tecnologia da informação valor – para o cliente mudanças comportamento
topic	relacionamento tecnologia da informação valor – para o cliente mudanças comportamento relationship information technology customer value changes: behavior CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
dc.subject.eng.fl_str_mv	relationship information technology customer value changes: behavior
dc.subject.cnpq.fl_str_mv	CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
description	The customer and products relationship is one of the most important fundaments concerned to the marketing universe structure The origin of this process can be proved through the client and supplier relationship and from this interaction comes the marketing action which we nominate relationship Marketing. Thus, a sequence of studies that involve a theoretical basis about this kind of marketing was created, whose approach focuses on its support points to the companies marketing actions, independent of automation resources. This work presents the viability of the relationship marketing usage by companies of any level in order to develop an accurate management concerned to its customer relationship, having as reference tools based on information technology such as CRM (Customer Relationship Management). CRM is described as far its characteristics are concerned and also as an operational instrument to the relationship marketing resources. The information group presented in this work will permit us to understand and access a great number of situations that has created changes within the companies’ behavior, resulting in development of new value and differential to their products.
publishDate	2002
dc.date.issued.fl_str_mv	2002-09-10
dc.date.accessioned.fl_str_mv	2015-04-27T14:37:12Z
dc.type.status.fl_str_mv	info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv	info:eu-repo/semantics/masterThesis
format	masterThesis
status_str	publishedVersion
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url	https://bibliotecatede.uninove.br/handle/tede/940
dc.language.iso.fl_str_mv	por
language	por
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dc.relation.confidence.fl_str_mv	600
dc.rights.driver.fl_str_mv	info:eu-repo/semantics/openAccess
eu_rights_str_mv	openAccess
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dc.publisher.none.fl_str_mv	Universidade Nove de Julho
dc.publisher.program.fl_str_mv	Programa de Pós-Graduação em Administração
dc.publisher.initials.fl_str_mv	Uninove
dc.publisher.country.fl_str_mv	Brasil
dc.publisher.department.fl_str_mv	Administração
publisher.none.fl_str_mv	Universidade Nove de Julho
dc.source.none.fl_str_mv	reponame:Biblioteca Digital de Teses e Dissertações da Uninove instname:Universidade Nove de Julho (UNINOVE) instacron:UNINOVE
instname_str	Universidade Nove de Julho (UNINOVE)
instacron_str	UNINOVE
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reponame_str	Biblioteca Digital de Teses e Dissertações da Uninove
collection	Biblioteca Digital de Teses e Dissertações da Uninove
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repository.name.fl_str_mv	Biblioteca Digital de Teses e Dissertações da Uninove - Universidade Nove de Julho (UNINOVE)
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spelling	Basta, Cesarhttp://lattes.cnpq.br/4855747314765354Salles, José Antonio Aranteshttp://lattes.cnpq.br/6071501934883849Pizzinatto, Nádia Kassoufhttp://lattes.cnpq.br/7904670006695041http://lattes.cnpq.br/23133803548127772015-04-27T14:37:12Z2002-09-10https://bibliotecatede.uninove.br/handle/tede/940The customer and products relationship is one of the most important fundaments concerned to the marketing universe structure The origin of this process can be proved through the client and supplier relationship and from this interaction comes the marketing action which we nominate relationship Marketing. Thus, a sequence of studies that involve a theoretical basis about this kind of marketing was created, whose approach focuses on its support points to the companies marketing actions, independent of automation resources. This work presents the viability of the relationship marketing usage by companies of any level in order to develop an accurate management concerned to its customer relationship, having as reference tools based on information technology such as CRM (Customer Relationship Management). CRM is described as far its characteristics are concerned and also as an operational instrument to the relationship marketing resources. The information group presented in this work will permit us to understand and access a great number of situations that has created changes within the companies’ behavior, resulting in development of new value and differential to their products.No universo de marketing, um dos fundamentos da estrutura é a relação entre clientes e produto. A origem desse processo pode ser comprovada através da relação entre cliente e fornecedor e a partir dessa interação surge a ação do marketing denominada Marketing de Relacionamento. Assim, criou-se uma seqüência de estudos que envolvem um embasamento teórico do Marketing de Relacionamento abordando seus pontos de apoio às ações de marketing das empresas, independentemente dos recursos de automação. Na seqüência, este trabalho abordará a viabilidade da utilização do Marketing de Relacionamento por empresas de qualquer porte para um gerenciamento eficaz das relações com seus clientes, tendo como referência algumas ferramentas baseadas na tecnologia da informação como o CRM (Customer Relationship Management). O CRM é abordado, então, quanto às suas características fundamentais e como instrumento de operação dos recursos do Marketing de Relacionamento. O conjunto de informações apresentadas neste trabalho permitirá compreender e ter acesso a um grande número de situações que têm gerado mudanças no comportamento das empresas, resultando na criação de novos valores e diferenciais para seus produtos.Submitted by Nadir Basilio (nadirsb@uninove.br) on 2015-04-27T14:37:12Z No. of bitstreams: 1 B_Daniel_de_Oliveira_Alcantara.pdf: 1459786 bytes, checksum: c09cbedf5ab3d94eff8af4424e5d4994 (MD5)Made available in DSpace on 2015-04-27T14:37:12Z (GMT). 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Marketing de relacionamento e CRM – Customer Relationship Management

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