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MASTER THESIS
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Development of a client-centric marketing strategy through the implementation of a Customer Relationship Management approach at Safran Test Cells

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Hogge, Charlotte ULiège
Promotor(s) : Delcourt, Cécile ULiège
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 ULiège
Date of defense  : 18-Jun-2019/20-Jun-2019
Advisor(s) : Delcourt, Cécile ULiège
Committee's member(s) : Lisein, Olivier ULiège
BROERS, Didier 
Pichault, François ULiège
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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Author

  • Hogge, Charlotte ULiège Université de Liège > Master ingé. gest., à fin.

Promotor(s)

Committee's member(s)

  • Lisein, Olivier ULiège Université de Liège - ULiège > HEC Liège : UER > Gest. du changement, innovation et intrapreneuriat
    ORBi View his publications on ORBi
  • BROERS, Didier
  • Pichault, François ULiège Université de Liège - ULiège > HEC Liège : UER > Gestion des ressources humaines
    ORBi View his publications on ORBi
  • Total number of views 65
  • Total number of downloads 2










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