Customer relationship management (CRM) is about maintaining long-term customer relationships.

Customer relationship management (CRM) is about maintaining long-term customer relationships. In this title the authors look at creating and managing customer relationships and how relationship marketing, applied throughout any organisation, can create new value to build the organisation for the long term. In order to achieve CRM, companies need to focus on customer retention, a high customer commitment and a long-term perspective. The focus is on the changes in the practice of marketing, and the solutions offered by relationship marketing, and the profound impact of technology – how technology enables the business to build relationships with individual customers.

• The nature and role of customer relationship management
• building customer relationships
• the dimensions of customer service
• the processes of customer service
• internal marketing
• one
• to
• one marketing and mass customisation
• business
• to
• business (BB) marketing
• building relationships with stakeholders
• planning the CRM strategy
• implementation of CRM in the organisation