Integration of location based services into the social CRM strategy
| Autor: | Annelie Roggenkamp |
|---|---|
| EAN: | 9783656432661 |
| eBook Format: | |
| Sprache: | Englisch |
| Produktart: | eBook |
| Veröffentlichungsdatum: | 31.05.2013 |
| Untertitel: | How can Foursquare be used as a CRM tool throughout the customer relationship life-cycle? |
| Kategorie: | |
| Schlagworte: | 4sq Beziegungsmanagement CRM Foursquare Foursquare campaign Foursquare specials LBS SCRM couponing customer customer relationship life-cycle customer relationship management location aware apps location based services mobile social CRM |
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Master's Thesis from the year 2012 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0, Berlin School of Economics and Law, course: International Marketing Management M.A., language: English, abstract: This thesis aims at critically analyzing Foursquare from a customer relationship management (CRM) perspective. After elaborating on CRM and carefully scrutinizing the mobile application and its functions, the author aims at investigating how Foursquare can be used as a CRM tool throughout the customer relationship life-cycle. Since large companies managing renowned brands usually have more sophisticated tools to enforce their CRM strategy, this thesis is less concerned with those large enterprises, but rather focuses on small, local businesses that decide to enter the realm of customer relationship management.
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