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Vol. 3 Núm. 1 (2009): La competitividad como estrategia en época de crisis ISBN 9789707649538

Customer Relationship Management (CRM) linking with Marketing Knowledge (MK) in the electronic sector in Guadalajara, Jalisco, Mexico

julio 15, 2016


The main purpose of this study is to analyze the variables that relate Customer Relationship Management (CRM), New Product Development (NPD) and Marketing Knowledge (MK), in the electronic industry of Guadalajara, Jalisco, Mexico. Discover the impact that these factors have in new product development as well as the use of external and internal information on further creations. The analysis was carried out by researching 25 firms of the industry; a MK survey was focused on the CEO´s of the companies. Furthermore, the repercussions of this study in practice are the knowledge about MK structure, product development decisions with a CRM focus, as well as organizational conditions that take part in the process.


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