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pdr.hakim@yahoo.fr

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Abstract :With important shifts that have characterized the business world in the last decade and
perhaps most notably in that direction from a planned economy to a market economy, globalization of
the economy with the liberalization of global markets, promoting foreign investment and the emergence
of revolutionary technological information as a major engine of economic globalization.
Which resulted in a marked world markets and contemporary institutions of intense competition them
in an attempt to satisfy the needs of our customers and to achieve satisfaction for them and enjoy the
competitive advantages that enable them to maintain on their market, which resulted in these
circumstances to increase the conversion of institutions to the philosophy of the concept of marketing
and focus on the customer input to the success of the marketing process.
Accordingly, central message of this concept is that the economic viability of the institution depend
on how they manage their relationship to their customers with the ability to market their products and
meet the needs of the market and there is trend to its customers and achieve gratification and satisfaction
to them, and improving the Foundation for its image and its dealings with them to re-shape the kind of
information and restructure its activities to provide models and procedures of modern marketing have in
mind I have is to develop information systems and re- thinking about the customer's requirements and
thus the trend towards Relationship Marketing, which has become the way of any institution seeking to
study the wishes and needs of their customers.
On this basis, this intervention will address the main question from the following: Under the dynamic
that changed the course of the competition how can be considered as relationship marketing through
customer source to achieve competition and gain a competitive advantage?.
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Customer - CRM
- Management Relationship
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Source : Jean Supizet, "Le management de la performance durable", dition d'organisation, Paris,
2002, p 202.

CRM
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- Pierre Alard, Damier. dirringe ," la stratgie de la relation client", dition DUNOD, Paris 2000, p 41

.95 :
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- Christian Michon," Le Merkateur", dition Pearson, Paris, 2003, p 71.

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- M. Porter ; LAvantage concurrentiel ; Paris, DUNOD, 1999, Page 35

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