أهمية الأدوات التكنولوجية التحليلية التشغيلية و التعاونية كمتطلبات أساسية داعمة لإدارة العلاقة مع الزبون

Abstract EN

The concept of CRM is considered to be one of the most important contemporary marketing trends.

It is based upon understanding customers' requirements in order to distinguish the products offered to them accordingly leading to building a profitable relationship with them and retaining them long term.

The successful application of CRM depends on the availability of technological tools and applications in their analytical, operational and collaborative forms as basic requirements while supporting it.

Therefore, this study aims to provide a theoretical framework that reflects these most important supportive technological tools upon which rely many successful organisations