NDLI: Customer relationship management in the pharmaceutical industry

Content Provider	IEEE Xplore Digital Library
Author	Puschmann, T. Alt, R.
Copyright Year	2001
Description	Author affiliation: Inst. of Inf. Manage., St. Gallen Univ., Switzerland (Puschmann, T.; Alt, R.)
Abstract	Customer centricity has long been a guiding principle for many businesses. However, it is usually limited to marketing existing products with as strong a customer focus as possible. Corporate strategy remains basically product-centered. Customers typically have a fractured view of an enterprise. Conversely the enterprise has only a splintered view of the customer, determined by different customer contact points, as customer information is usually locked in departmental silos. This article argues that trends like electronic commerce drive the need for a more customer-centric view. Customer relationship management, which is built on an integrated view of the customer across the whole organization is currently being discussed as an appropriate concept for achieving this. To illustrate the elements of the concept, a case study undertaken at a pharmaceutical company provides the necessary empirical evidence.
Sponsorship	Univ. Hawaii College of Bus. Adm
File Size	287134
File Format	PDF
ISBN	0769509819
DOI	10.1109/HICSS.2001.927051
Language	English
Publisher	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Publisher Date	2001-01-06
Publisher Place	USA
Access Restriction	Subscribed
Rights Holder	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Subject Keyword	Customer relationship management Pharmaceuticals Industrial relations Medical services Portals Hospitals Marketing and sales Business Companies Internet
Content Type	Text
Resource Type	Article

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