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Customer relationship management: a case study on Mother Horlicks

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dc.contributor.advisor Kamal, Dr. Yusuf Rahman, Azizur 2017-09-10T06:56:51Z 2017-09-10T06:56:51Z 2017 2017-07
dc.identifier.other ID 14382002
dc.description This dissertation is submitted in partial fulfillment of the requirements for the degree of Masters in Procurement and Supply Management, 2017. en_US
dc.description Cataloged from PDF version of thesis.
dc.description Includes bibliographical references.
dc.description.abstract Business are in a constant race to increase profits, keep the current customer and gain new ones, competing for customers in a global market like never before. One of the many sets of tools aim at aiding the interaction between organization and customers are the Customer Relation methodologies. CRM is aimed at building long term relationships that keep customers coming back repeatedly. It aims to help organizations build individual relationships in such a way that both the firm and customer get the most out of the exchange, providing both parties with long term benefits. This case study addresses the different aspect of Customer Relationship Management. The study considers the extent to which the existing Customer Relationship Management system is an acceptable mechanism in terms of compliance and efficiency. The findings of the study indicate that in Bangladesh most of the firms are less interested to maintain CRM with its customers. By contrast GSK is trying to maintain it with different aspect. They are maintaining 360 degree approach to keep their customers loyal. en_US
dc.description.statementofresponsibility Azizur Rahman
dc.format.extent 39 pages
dc.language.iso en en_US
dc.publisher BRAC Univeristy en_US
dc.rights BRAC University dissertation reports are protected by copyright. They may be viewed from this source for any purpose, but reproduction or distribution in any format is prohibited without written permission.
dc.subject Customer management en_US
dc.subject Mother Horlicks en_US
dc.subject Customer relation en_US
dc.subject CRM en_US
dc.title Customer relationship management: a case study on Mother Horlicks en_US
dc.type Thesis en_US
dc.contributor.department BRAC Institute of Governance and Development, BRAC University M. Procurement and Supply Management

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