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Application of MIS in E-CRM: A Literature Review in FMCG Supply Chain
Abstract
The proliferating demands of consumers today have sparked the need for ECRM, leveraging the technological advancements in MIS and its applications. This chapter elaborates tracking and maintaining ECRM by means of big data analytics tools and artificial intelligence algorithms. It elucidates the predictions and forecasts a business makes based on consumer behaviour. The chapter further delves into the various avenues of artificial intelligence (AI). The taxonomy of AI is explained, and its decision making capability is applied to design and simulate effective SCM systems. Various AI methods are holistically applied to the FMCG supply chain context. In this chapter, the role of big data analytics in aiding the enterprises to maintain ECRM by studying consumer preferences and choices is explored, further advancing into its applications in maintaining FMCG supply chain. This research report provides the various methods of AI used in supply chain and the data analytics tools employed in maintaining ECRM and the FMCG supply chain.
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