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The thesis explores the evolution of Customer Relationship Management (CRM) in the context of technological advancements and changing consumer behaviors. It highlights the shift from generic marketing to personalized customer interactions, facilitated by data mining and mobile technologies. As consumers increasingly utilize multiple communication channels, mobile CRM solutions have emerged to enhance customer loyalty by delivering tailored services anytime and anywhere. The study emphasizes the importance of secure mobile payment systems in enabling seamless transactions and effective marketing through mobile platforms.
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Increasing Customer Loyalty via Mobile Customer Relationship Management, Silke Freitag
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- Année de publication
- 2012
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