Abstract
For the past few years, the pharmaceutical industry has made rapid growth. The changes are being made in information technology each passing day. This development has automated almost all the data storage and retrieval tasks on different levels. This paper has discussed a case study on “Merck-Medco,” whose operational employees faced difficulties in data retrieval. This paper has analogies from a research paper that have also been put forward on Merck-Medco. According to this research report, Merck-Medco has an ineffective implementation of Customer Relationship Management. This study discusses all the major and minor problems regarding this and suggests some solutions that can be proved beneficial to improve Customer Relationship Management’s efficiency. This study has recommended solutions that would improve the integration of systems. Also, this paper put forward the proof on how information technology can play such a vital role to boost Customer Relationship Management’s Operational efficiency by analyzing all present market dynamics such as differentiation strategies, Firms value chain analysis, and porters five forces.
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Svoboda, P., Ghazal, T.M., Afifi, M.A.M., Kalra, D., Alshurideh, M.T., Alzoubi, H.M. (2021). Information Systems Integration to Enhance Operational Customer Relationship Management in the Pharmaceutical Industry. In: Hassanien, A.E., et al. Proceedings of the International Conference on Artificial Intelligence and Computer Vision (AICV2021). AICV 2021. Advances in Intelligent Systems and Computing, vol 1377. Springer, Cham. https://doi.org/10.1007/978-3-030-76346-6_50
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