| Publisher | IDG (International Data Group) | ||
|---|---|---|---|
| Format | HTML | Date added | 20 Sep 2004 |
| Topics | Sales - Marketing | ||
| Downloads | 454 | ||
Consumer goods manufacturers face unique challenges when rolling out CRM applications, compared with other industries such as insurance or finance. For one thing, they don't typically focus on supporting call centers or remote sales force automation processes, but rather on building better marketing and sales campaigns. And they generally don't have direct contact with the end consumer, but rather deal exclusively with a middleman retailer or product distributor. This complex sales process means consumer goods manufacturers tend to focus on product branding rather than on direct sales. As a result, one of the industry's biggest problems is getting advanced analytical CRM tools that can decipher just how well each branding campaign is working at each outlet.
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