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Customer Relationship Management

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Customer Relationship Management Definition

Organisations in the 21st century are moving away from inefficient mass marketing practices to more precision marketing activities intended to build customer relationships (Kotler & Keller, 2006). The attempt of companies to develop bonds with their customers is called Customer Relationship Management (CRM) (Brassington & Pettitt, 2003). The terms relationship marketing and CRM are frequently used interchangeably, but CRM is considered to be a specific application of Relationship Marketing (Payne & Frow, 2005).

Customer Relationship Management Description

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Customer Relationship Management Examples

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Customer Relationship Management Implementation

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Customer Relationship Management Strengths

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Customer Relationship Management Weaknesses

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Customer Relationship Management Value Focus

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Customer Relationship Management Life Cycle

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Customer Relationship Management Sector Focus

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Customer Relationship Management Web resources

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Customer Relationship Management Print resources

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Customer Relationship Management References

  • Brassington, F. and Pettitt, S. (2003) Principles of Marketing, 3rd ed, Pearson Prentice Hall, USA.
  • Finnegan, D. J. and Willcocks, L. P. (2007) Implementing CRM: From technology to Knowledge, John Wiley & Sons, USA.
  • Kotler, P. and Keller, L. K. (2006) Marketing Management, 12th ed, Pearson Prentice Hall, USA.
  • Kumar, V. and Reinartz, W. J. (2006) Customer Relationship Management: A database Approach, John Wiley & Sons, USA.

There are up to fifteen original source references used to write the overview of Customer Relationship Management. Please log in or subscribe to view the original source material our researchers used to write about this concept.

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