To detract a client from the competition costs much more than maintaining one, and above all a loyal client generates increasing income. How can you "defend" a client from aggressive competition and reward them? Are all clients to be rewarded? These are the questions which the new marketing approach has tried, over the last few years, to address.  This approach based on database marketing, one-to-one and relationship marketing has the tendency to put the individual client at the center of the interest of the business.  CRM, the final frontier of marketing and customer-based business, summarizes the experiences developed up to now and adds the new variable of the new economy: the Internet. It is used by those companies that found their competitive advantage upon the information now made available thanks to a "one to one" relationship, to propose personalized solutions to the client and to create the basis of a long-lasting relationship.

The course aims to enable the participants to govern the managerial complexity of CRM projects through the development and expansion of the skills necessary to conduct or participate in such projects.

Marketing Directors, Planning Managers, Owners of small to medium-sized businesses.

2 days

NOTE:  The course is delivered in Italian