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Consolidation of Core Activities - Customer Relation and Enterprise Resources: A Binding Association Managing Demand and Firm Success

Journal of IMS Group

Volume 15 Issue 2

Published: 2018
Author(s) Name: Ajit Srivastava | Author(s) Affiliation: Research Scholar, Institute of Management Development & Research, Pune
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Abstract

Currently, the Demand management business process has been much discussed, as it is responsible for the coordination between production and the market, especially in Manufacture-to-Stock companies. In addition, the implementation of new computer systems has occurred, in order to support the large number of business activities. However, to date, the real applicability of Enterprise Resource Planning and Customer Relationship Management systems’ functionalities in supporting the Demand Management business process is not clear. Therefore, the present work presents an analysis of the applicability of an ERP system and a CRM system to support the Demand Management process in Manufacture-to-Stock production environments.

Keywords: Demand Management, Enterprise Resource Planning, Customer Relationship Management, Marketing, Supply Chain, Manufacturing.

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