| Resumen |
Currently in Mexico and the world the economy is characterized by factors such as socio/political/monetary issues competitiveness, technological innovation and the global nature of markets. Given this complex, random and demanding environment, companies must adopt new management practices to ensure their viability and competitiveness in the market.
To survive in today's competitive environment, they must be transformed from their roots; its management philosophy will be focused on achieving sustainable competitive advantages based on knowledge of “what makes a difference” from the competition. To achieve this distinction, companies must generate value added services, i.e. require insight into customers to properly understand their needs, so it is essential to establish relationship activities with them, allowing them to achieve that knowledge.
In this paper it is presented the Information and Communications Technologies (ICT) as an essential tool for
improving the competitiveness of Small and Micro companies, enabling their presence in complex markets. Thanks to advances produced in ICT, particularly in areas such as management and data storage and capabilities of the Internet, individualized relationships with many customers and greater knowledge of them is possible.
CRM (Customer Relationship Management) arises inside of ICT. It was in the 90s and has become a key tool for managing today's businesses.
Taking a strategic analysis of the current situation of thi |
