Essays on Marketing Intelligent Systems Using Soft Computing Case Study

Download full paperFile format: .doc, available for editing

The paper "Marketing Intelligent Systems Using Soft Computing" is a wonderful example of a Marketing Case Study. Apparently, the customer is the most important stakeholder in any business corporation. The main reason why businesses exist is because of the customer. Many gurus in business management have described the customer as the backbone of the organization. Without the customer, there would have been no need for trading. It is for this reason that the marketing department of the organization needs to be strengthened in such a way that the business relationships that a business has with its customers can be made intact.

With the customer relationships strong, the organization will no doubt be stable since it will be assured of stable market for its product (Duche 2002). It is of primary importance to note that retail business is one volatile venture that calls for strategic decisions so as to maintain its customers. Noteworthy is the reality that technology is an inevitable aspect of all organizational processes. Marketing and customer relations are among the most crucial parts of an organization. The two functions are becoming accepted in many organizations in the world today.

With the organizations adopting such technology, automation is becoming a popular trend. This paper seeks to explain the place of Automated CRM in modern organizations, with primary reference to GlaxoSmithKline and two of its main competitors Pfizer and AstraZeneca. Customer Relationships Management Customer Relationship Management (CRM) is a concept employed by marketers to ensure the organization maintains its customers. As a marketing assistant, there are many things that one would do to improve customer relationships as a way of making the customer not just a consumer, but a sales driver (Pride & Ferrell 2006).

Marketing is a primary function of the business, especially in today’ s world, where competition is high in all sectors of the economy. A marketing manager would, therefore, endeavor to inform the entire marketing department and the whole organizational management by extension, those customer relationships are based on the way in which the organization treats and categorizes its employees. The manner in which the organization responds to the needs of the customer is primarily important. Similarly, the marketing manager would endeavor to explore the various marketing strategies that can make the organization acquire new clients while maintaining old clients (Bergeron 2002).

Customer relationships Management has its roots in email marketing an older concept associated with e-commerce. Case study organizations: GSK, AstraZeneca, and Pfizer Apparently, GSK, Pfizer and AstraZeneca are the biggest organizations in the pharmaceutical industry. The organizations have been described variously as the fiercest of all competitors in the industry of pharmaceuticals. The 2012 CEO reports on strategy and social responsibility indicate that the organizations are substantially different due to the fact that their aims are different ad that their strategies endeavor to achieve different things.

The strategies of the companies were substantially different, yet similar to a big extent. This is to say that the strategies of the companies can be compared and contrasted to a big extent. Strategic objectives are those aims that an organization seeks to achieve, in order to realize the long term endeavors. The organizations have prominently embraced CRM as one of the key tools for achieving customer loyalty and positive relations (Jenster et al 2009).

The companies, which are all multinational, have adopted different approaches to the concept of CRM, and this has enabled them to come up with innovative ways of coming up with proper communication channels and feedback structures.



Arthur, L. A. 2001. Implementing A CRM Strategy. Marketing Power.Com

Bergeron, B. P. 2002. Essentials Of CRM A Guide To Customer Relationship Management. New York, Wiley

Bligh, P., & Turk, D. 2004. CRM Unplugged Releasing CRM's Strategic Value. Hoboken, John Wiley & Sons

Casillas, J., & Martínez López, F. J. 2010. Marketing Intelligent Systems Using Soft Computing: Managerial And Research Applications. Berlin, Springer-Verlag.

Dyché, J. 2002. The CRM Handbook A Business Guide To Customer Relationship Management. Boston, Addison Wesley.

Finnegan, D., & Willcocks, L. 2007. Implementing CRM: From Technology To Knowledge. Hoboken, N.J., John Wiley & Sons

Gifford, E. 2009. Customer Relationship Management: CRM - Principles, Strategy, Solutions, Applications, Systems, Software, And Ideas For Effective Customer Relationship Management. Business Balls.

Goldenberg, B. J. 2003. CRM Automation. Upper Saddle River, NJ, Prentice Hall PTR.

Goldenberg, B. J. 2008. CRM In Real Time: Empowering Customer Relationships. Medford, N.J., Cyberage Books.

Jenster, P. V., & Søilen, K. S. 2009. Market Intelligence: Building Strategic Insight. [Frederiksberg, Denmark], Copenhagen Business School Press

Lesueur, J. 2007. Marketing Automation Practical Steps To More Effective Direct Marketing. Hoboken, N.J., John Wiley & Sons

Meyerson, M. 2005. Success Secrets Of The Online Marketing Superstars. Chicago, Dearborn Trade Pub.

Newell, F. 2003. Why CRM Doesn't Work How To Win By Letting Customers Manage The Relationship. Princeton, N.J., Bloomberg Press.

Pride, W. M., & Ferrell, O. C. 2006. Marketing: Concepts And Strategies. Boston, Houghton Mifflin Co.

Rana, N., & Noman, A. 2009. E-Marketing Intelligence: Transforming Brand & Increasing Sales Using Digital Channels : Tips & Tricks With Best Practices. [Scarborough, On], Self-Help Publishers

Rasheed, N. 2012. Different Kinds Of CRM Systems. Software-As-A-Service SAAS Marketplace

Rossi, I. D. 2011. Vtiger CRM Beginner's Guide Record And Consolidate All Your Customer Information With Vtiger CRM. Birmingham, U.K., Packt Pub.

Shajahan, S. 2006. Relationship Marketing: Text And Cases. New Delhi, Tata McGraw-Hill.

Shanmugasundaram, S. 2008. Customer Relationship Management: Modern Trends And Perspectives. New Delhi, Prentice-Hall

Wolenik, M. J., Sinay, D., & Bhaiya, R. V. 2011. Microsoft Dynamics CRM 2011 Unleashed. [S.L.], Sams Pub.

Link to company report:

Download full paperFile format: .doc, available for editing
Contact Us