Abstract
In a market with customers increasingly demanding, the relationship strategies able to trace the user profile offer companies a competitive advantage to integrate the operational capability with market needs. This study addressed to the practice of customer relationship used to establish the production planning in an industry of the animal nutrition sector. Case study supported in the development of the system Vendor Managed Inventory attached to the philosophy of Customer Relationship Management, whose goal was to map the buying behavior of customers who purchase low-volume products, and propose a model demand forecast that this support at the weekly production planning.
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