Master Thesis Online
Development of a B2B2C CRM strategy and processes for Mercury Marine EMEA to improve its knowledge of and relationship with its end-consumers
Leclercq, Alix 
Promotor(s) :
Heng, Samedi
Date of defense : 19-Jun-2020/23-Jun-2020 • Permalink : http://hdl.handle.net/2268.2/8877
Details
| Title : | Development of a B2B2C CRM strategy and processes for Mercury Marine EMEA to improve its knowledge of and relationship with its end-consumers |
| Translated title : | [fr] Développement d'une stratégie et de processus CRM B2B2C pour Mercury Marine EMEA afin d'améliorer sa connaissance et sa relation avec ses consommateurs finaux |
| Author : | Leclercq, Alix
|
| Date of defense : | 19-Jun-2020/23-Jun-2020 |
| Advisor(s) : | Heng, Samedi
|
| Committee's member(s) : | Pichault, François
Fowdur, Gavin Lisein, Olivier
|
| Language : | English |
| Number of pages : | 170 |
| Keywords : | [en] Actor Network Theory, Automation, B2B2C, Change Management, Consumer Experience, CRM, Customer Relationship Management, End-consumers, Gartner’s Eight Building Blocks, Information Technology, Lead Management, Salesforce, Touchpoints. [fr] Automatisation, B2B2C, Consommateurs finaux, CRM, Expérience du consommateur, Gestion de la relation client, Gestion des leads, Gestion du changement, les Huit Building Blocks de Gartner, points de contact, Salesforce, Technologie de l'information, Théorie de l’Acteur Réseau. |
| Discipline(s) : | Business & economic sciences > Strategy & innovation |
| Target public : | Other |
| Institution(s) : | Université de Liège, Liège, Belgique |
| Degree: | Master en sciences 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] This thesis aims to help Mercury Marine EMEA to create a relationship with its end-consumers by using Customer Relationship Management (CRM), a strategy of consumer-centric processes, optimizing a company's profitability and customer satisfaction.
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