From Category Management to Customer Relationship Management – The Case of Henkel Harvard Case Solution & Analysis

From Category Management to Customer Relationship Management - The Case of Henkel Case Solution

Abstract:

Exactly what makes their circumstance various from other companies and more tough to handle is the reality that this market is identified by a detachment from the end customer (sellers are intermediaries), and typical per customer expenditure in the specific classifications is reasonably low. Makers like Henkel check out how to make the shift from category management to CRM, and more particularly how to make CRM work to their benefit.

Pedagogical Goals:

The objective of the case research study is to check out substantive concerns such as: - how a producer of FMCGs must approach CRM - the best ways to come to a customer division that allows the very best targeting technique - the function of specific level or section level interaction - examining the business economics of the proposed technique - checking out whether a partnering technique with the seller is important or not

This is just an excerpt. This case is about  Marketing

published: 02 Jan 2006

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