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Master's Thesis from the year 2006 in the subject Business
economics - Marketing, Corporate Communication, CRM, Market
Research, Social Media, grade: B-, University of Leicester
(Management Center), 38 entries in the bibliography, language:
English, comment: The purpose of this dissertation is to
investigate the importance of customer relationship management
(CRM) in a specific industry for a specific company. More
precisely, this work will explore the automotive supplier industry,
and within that industry, the company Y will be analysed, discussed
and explored., abstract: The purpose of this dissertation is to
investigate the importance of CRM in a specific industry for a
specific company. More precisely, this work will explore the
automotive supplier industry; and within that industry, the company
Y will be analysed, discussed and explored. Y is a supplier of
aluminium tubes and aluminium profiles to the global automotive
industry. The research will encompass several key areas in an
effort to present a multi-perspective work, including best
practices, an overview of CRM, and key factors of success as well
as an automotive industry survey that the author administered,
documented and integrated into this dissertation to add an element
from the real business world to the research. First, a broad
overview of relevant CRM theories and their meaning will be
presented in order to set the stage for a discussion of Y as a
specific competitor in the automotive supplier industry and to
facilitate realistic and effective comparison and contrast between
industry trends and the chosen company in particular. Following the
CRM theory overview, differences between business-to-business and
business-to-consumer markets will be differentiated for a complete
understanding of these two distinct segments of the industry.
Success factors within CRM will be presented, together with the
limitations and problems associated with the application of CRM.
After that supplement
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