Marketing de relacionamento e CRM – Customer Relationship Management

Abstract

The customer and products relationship is one of the most important fundaments concerned to the marketing universe structure The origin of this process can be proved through the client and supplier relationship and from this interaction comes the marketing action which we nominate relationship Marketing. Thus, a sequence of studies that involve a theoretical basis about this kind of marketing was created, whose approach focuses on its support points to the companies marketing actions, independent of automation resources. This work presents the viability of the relationship marketing usage by companies of any level in order to develop an accurate management concerned to its customer relationship, having as reference tools based on information technology such as CRM (Customer Relationship Management). CRM is described as far its characteristics are concerned and also as an operational instrument to the relationship marketing resources. The information group presented in this work will permit us to understand and access a great number of situations that has created changes within the companies’ behavior, resulting in development of new value and differential to their products.