The Success of CRM

Abstract

Thinking about international business, means thinking about the different factors including social factors for each country, technological factor, economical factors, environmental factors and political factors as well. The following article deals with the CRM strategy. It handles the STEEP analysis approach and linkage to COCACOLA Company. It is a try to analyze the effectiveness of CRM strategy to generate the competitive advantage by using a comparison between the company and its competitors. It also gives the recommendation for such situation and how to implement it and the results in this case. The recommendation includes further leverages for the specific CRM approach chosen in the same case. Keywords: