Use of customer relationship management systems: Evidence from Higher Education Institutions in Colombia

This document explores Customer Relationship Management Systems (CRM) use at Higher Education Institutions (HEI’s), in Colombia. In-depth interviews were conducted involving 8 marketing managers at private HEI’s, information was processed in NVIVO. Findings indicate that all HEI’s interviewed use CR...

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Detalles Bibliográficos
Autor Principal: Castellanos Camargo, Luis Guillermo
Formato: Artículo (Article)
Lenguaje:Español (Spanish)
Publicado: Universidad Libre 2017