Universitatea din Bucuresti, Facultatea de Administratie si Afaceri

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ISSN-L 1453-0503
ISSN (e) 2286-170X
ISSN (p) 1453-0503



Elisabeta Queen
No. 4 - 12, District 1,
Bucharest, Romania

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Tel: +4 021 310 49 20
Fax: +4 021 310 49 20



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Information technology innovation - a genuine driver of improving customer relationship management in romanian companies


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  1. Authors:
      • Ph.D.Associate Professor Camelia Cojocaru, Afiliation: Faculty of Bussines and Administration, University of Bucharest, Romania

      • 20|29

  2. Keywords: customer relationship management (CRM), information technology, strategic decision-making process, consoladating IT, business alignment, IT innovation

  3. Abstract:
    Consolidating the IT field of the company represents a target for most IT responsible, nowadays. At the same time, organizations expect their IT expenditure to increase in the next decade. This paper aims to underline the new generation of information technology and how to use them to make better business decisions in managing enterprise resources and improve customer relationships. The alternative goal is to place the focus not only on developing new software but also on achieving business results, placing particular emphasis on customer relationship management. The purpose of technology is to solve practical business problems, and one of them is the necessity to understand and maintain relationships with the customers. The paper will reveal the companies’ responses to the latest dramatic changes in the informational technologies, in order to cope with the persistence of the global economic crisis and to assure increase of organizational efficiency and profit.

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