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Zarządzanie relacjami z klientami (CRM) jako element przewagi konkurencyjnej na rynku międzynarodowym

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EN
Customer relationship management (CRM) as an element of competitive advantage on the international market
Języki publikacji
PL
Abstrakty
EN
The purpose of this article is to highlight the role that the customer relationship management plays in organizations operating in international markets in order to develop and maintain a competitive advantage in these markets in the long run. Focusing on customers and understanding their needs with respect to their cultural and customs differences are key elements for gaining and maintaining profitable customer relationships on these markets. The staff responsible for relations with customers should be adequately prepared to work in international markets and be supported by all departments of the organization. Otherwise the success of this organization can fail.
Rocznik
Strony
181--188
Opis fizyczny
Bibliogr. 15 poz., il.
Twórcy
  • Kolegium Gospodarki Światowej, Szkoła Główna Handlowa w Warszawie
Bibliografia
  • [1] Article E., 2007, It’s all McChange at McDonald’s: McDonald’s is making changes to reflect modern tastes and working practices but are these enough to stem criticisms of the firm as an agent of globalization?, „Strategic Direction”, 23(11).
  • [2] Craig C.S. & Douglas S.P., 2001, Conducting international marketing research in the twenty-first century, „International Marketing Review”, 18(1).
  • [3] Dempsey W. & Lancioni R.A., 1989, International Customer Service Demands a Total Effort, „International Journal of Physical Distribution & Logistics Management”, 19(5).
  • [4] Dempsey W. & Lancioni R.A., 1990, How to Improve Your International Customer Service, „Management Decision”, 28(3).
  • [5] Grönroos C., 1990, Marketing redefined, „Management Decision”, 28 (8). Retrieved from http://www.emeraldinsight.com/journals.htm?articleid=864468&show=abstract
  • [6] http://geert-hofstede.com/poland.html. (n.d.). Retrieved from http://geert-hofstede.com/index.php (10.10. 20013).
  • [7] Hennig-Thurau T., Gwinner K.P., Gremler D.D. &. Paul M., 2005, Managing Service Relationships in a Global Economy: Exploring the impact of national culture on the relevance of customer relational benefits for gaining loyal customers, „Advances in International Marketing”, 15(04).
  • [8] Javalgi R. (Raj) G., Martin C.L.&. Young R.B., 2006, Marketing research, market orientation and customer relationship management: a framework and implications for service providers, „Journal of Services Marketing”, 20(1).
  • [9] Javalgi R.G. & White D.S., 2002, Strategic challenges for the marketing of services internationally, „International Marketing Review”, 19(6).
  • [10] Johansson U.& Thelander A., 2009, A standardised approach to the world? IKEA in China, „International Journal of Quality and Service Sciences”, 1(2).
  • [11] Meirowich G. (n.d.), Cultural similarities and differences: impacts on performance in strategic, „Advances in Mergers and Acquisitions”, Vol. 10/2011 Emerald Group Publishing Ltd.
  • [12] Nowakowski M., Qing M., 2012, Management of Cultural Differences Intercultural Alliances − Theoretical Framework, [in:] E. Sołek (ed.) Management Dilemmas in Information Technology Era, Warszawa, Wojskowa Akademia Techniczna.
  • [13] Reynolds J., 1988, IKEA. International Journal of Retail & Distribution Management, 16(3), http://www.emeraldinsight.com/journals.htm?articleid=854121&show=abstract
  • [14] Ryans Jr J.K., Griffith D.A. & White D.S., 2003, Standardization/adaptation of international marketing strategy: Necessary conditions for the advancement of knowledge, „International Marketing Review”, 20(6).
  • [15] Wereda W., 2009, Zarządzanie relacjami z klientem (CRM) a postępowanie nabywców na rynku usług, Difin, Warszawa.
Uwagi
Opracowanie rekordu ze środków MNiSW, umowa Nr 461252 w ramach programu "Społeczna odpowiedzialność nauki" - moduł: Popularyzacja nauki i promocja sportu (2021).
Typ dokumentu
Bibliografia
Identyfikator YADDA
bwmeta1.element.baztech-4830bdc4-170e-422b-8634-3d63b9da4175
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