تسيير العلاقة مع الزبائن كمصدر للميزة التنافسية

Abstract

Michel Porter was the first one who spoke about the competitive advantage in 1980, and this was simultaneously with the offers markets augmentation, the reason; where the customers increased their demands. This impulsed the companies to be interested in market segmentation and to develop their production operations till to offer products with high quality compared with their competitors. So, we can say that the marketing transitions were because of the technology evolution that was the main reason that raised the competition intensity, and that had a direct effect on customer tendencies from another side. Face this new environment, the company has to confront two challenges; that are to face the competition, and to be up date with customers behaviors. On this basis the company has conceived that to develop a permanent competitive advantage it must be based on customers and understand their needs permanently through adopting the relationship marketing principles. Our study aims to show how can the company adopt the CRM (Customer relationship management) to create permanent competitive advantages.