E-Novation Customer Relationship Management

  • Othman Boujena
  • Published 2015


In the early 1990’s, marketing theory experienced a paradigm shift from a transactional approach focusing on sales to a relationship one. This shift was due to several limits of traditional mix marketing based on the “four P’s” and to the change in the market business models. In fact, the growing role of branding in mass markets, the development of services… (More)