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Regular version of the site

Book chapter

Analyzing the gaps between CRM system perception by different groups of employees: the case of international pharmaceutical company in emerging markets

P. 89-96.
Klimanov D., Buzulukova E. V.

Building long-term customer relations plays a pivotal role in contemporary management practice. Customer relationship management process in a company involves various different actors ranging from top management to line-level employees. One of the key areas of it is related to the utilization of corporate CRM system which serves as crucial information source in providing better customer insight. This article explores directions for improving the use of CRM system through analyzing the gaps between its perception by managers and sales representatives in a multinational pharmaceutical company. The field research is based on a quantitative data from online questionnaires. The sample consists of 219 representatives based in four emerging markets. These initial findings could be useful for other pharmaceutical companies in emerging markets.

In book

Edited by: M. Szymura-Tyc. Katowice: Publishing house of the University of Economics in Katowice, 2014.