Resumo

RESTREPO TORRES, Marta Lucía  e  PARRA OSORIO, Juan Felipe. Customer management: exploring the praxis between Colombian professionals in marketing. Cuad. Adm. [online]. 2013, vol.26, n.46, pp.83-106. ISSN 0120-3592.

Relationship marketing and new technologies currently constitute the cutting edge in customer management. Based on this premise, which comes from literature review, the present research intends to assess both the relationship marketing practices carried out by a group of Colombian professionals in the area and the way they relate to world trends. The results show that new technology use is not popular due to lack of expertise among managers. Future research could reveal what are the necessary competencies for developing and training marketing managers, looking forward to a more effective marketing administration.

Palavras-chave : marketing relationship; customer management; CRM.

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