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Information Systems Integration to Enhance Operational Customer Relationship Management in the Pharmaceutical Industry

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Proceedings of the International Conference on Artificial Intelligence and Computer Vision (AICV2021) (AICV 2021)

Part of the book series: Advances in Intelligent Systems and Computing ((AISC,volume 1377))

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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Author information

Authors and Affiliations

  1. Skyline University College, University City Sharjah, 1797, Sharjah, UAE

    Petr Svoboda, Mohammed A. M. Afifi, Deepak Kalra & Haitham M. Alzoubi

  2. Department of Management, College of Business Administration, University of Sharjah, Sharjah, UAE

    Muhammad T. Alshurideh

  3. Department of Marketing, School of Business, The University of Jordan, Amman, Jordan

    Muhammad T. Alshurideh

  4. Center for Cyber Security, Faculty of Information Science and Technology, Universiti Kebansaan Malaysia (UKM), Bangi, 43600, Selangor, Malaysia

    Taher M. Ghazal

  5. School of Information Technology, Skyline University College, University City Sharjah, Sharjah, 1797, UAE

    Taher M. Ghazal

Authors
  1. Petr Svoboda
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  2. Taher M. Ghazal
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  3. Mohammed A. M. Afifi
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  4. Deepak Kalra
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  5. Muhammad T. Alshurideh
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  6. Haitham M. Alzoubi
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Corresponding author

Correspondence to Petr Svoboda .

Editor information

Editors and Affiliations

  1. Information Technology Department, Faculty of Computers and Artificial Intelligence, Cairo University, Giza, Egypt

    Aboul Ella Hassanien

  2. Faculty of Sciences and Techniques, Hassan 1st University, Settat, Morocco

    Abdelkrim Haqiq

  3. School of Medicine, University of Missouri, Columbia, MO, USA

    Peter J. Tonellato

  4. ISAE-ENSMA, Futuroscope Chasseneuil Cedex, France

    Ladjel Bellatreche

  5. British University Vietnam, Hung Yen, Vietnam

    Sam Goundar

  6. Faculty of Computers and Artificial Intelligence, Benha University, Benha, Egypt

    Ahmad Taher Azar

  7. NEST Research Group, ENSEM, Hassan II University of Casablanca, Casablanca, Morocco

    Essaid Sabir

  8. High National School for Computer Science and Systems Analysis (ENSIAS), Mohammed V University, Rabat, Morocco

    Driss Bouzidi

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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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