Master Thesis Online
Development of a client-centric marketing strategy through the implementation of a Customer Relationship Management approach at Safran Test Cells
Hogge, Charlotte 
Promotor(s) :
Delcourt, Cécile
Date of defense : 18-Jun-2019/20-Jun-2019 • Permalink : http://hdl.handle.net/2268.2/6444
Details
| Title : | Development of a client-centric marketing strategy through the implementation of a Customer Relationship Management approach at Safran Test Cells |
| Translated title : | [fr] Développement d'une stratégie marketing orientée client à travers l'implémentation d'une approche Gestion de la Relation Client chez Safran Test Cells |
| Author : | Hogge, Charlotte
|
| Date of defense : | 18-Jun-2019/20-Jun-2019 |
| Advisor(s) : | Delcourt, Cécile
|
| Committee's member(s) : | Lisein, Olivier
BROERS, Didier Pichault, François
|
| Language : | English |
| Number of pages : | 170 |
| Keywords : | [en] aviation industry [en] business-to-business [en] marketing [en] information system [en] strategy [en] customer centricity [en] customer relationship management [en] project management |
| Discipline(s) : | Business & economic sciences > Marketing Business & economic sciences > Strategy & innovation |
| Institution(s) : | Université de Liège, Liège, Belgique |
| Degree: | Master en ingénieur de gestion, à finalité spécialisée en Intrapreneurship and Management of Innovation Projects |
| Faculty: | Master thesis of the HEC-Ecole de gestion de l'Université de Liège |
Abstract
[en] Faced with the emergence of relationship marketing, which redefines the marketing logic towards a customer-centric approach, and following several strategic and organisational changes internally, Safran Test Cells, mainly product-oriented, decided to initiate a project intended to improve the management of its customer relationship. Based on multiple research and analyses, the management challenge was finally defined as the development of a client-centric marketing strategy through the implementation of a Customer Relationship Management approach.
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