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Small Businesses and CRM: An Application Framework for a Light Approach

Small Businesses and CRM: An Application Framework for a Light Approach
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Author(s): Leonardo Mangia (University of Lecce, Italy)
Copyright: 2003
Pages: 4
Source title: Information Technology & Organizations: Trends, Issues, Challenges & Solutions
Source Editor(s): Mehdi Khosrow-Pour, D.B.A. (Information Resources Management Association, USA)
DOI: 10.4018/978-1-59140-066-0.ch211
ISBN13: 9781616921248
EISBN13: 9781466665330


For a long time the big companies have spoken about tools for CRM (Customer Relationship Management). Many projects in this theme have failed, maybe, because the technological aspect has taken over in comparison to the marketing one. The necessity to create good relation that gives satisfaction for the customer and income for the company is a strong need also in the small business. Besides, in relation to the big companies, the small companies can not even think about big investments in IT. The main purpose of this paper is that to give an overview about an application framework for a CRM innovative tool, of simple implementation and maintenance for the small businesses. This paper describes the requirements, the functionalities and the important aspects that characterize this framework and the design approach to follow for its implementation. Other papers will illustrate, instead, in details the components of this framework, their design and implementation, the results that derive from the adoption of this framework in the existing reality.

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