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Getting to grips with Customer Relationship Management

Customer Relationship Management (CRM) aims to: “Identify,
establish, maintain and enhance and, when necessary, terminate
relationships with customers and other stakeholders, at a profit.”

Customer Relationship Management (CRM) is often confused with Relationship Marketing (RM) and it’s important to stress the differences between them:
– CRM puts much more emphasis on the use of databases and
computer systems.
– CRM is regarded more as a marketing ‘tactic’ than a ‘strategy’,
whereas RM tends to be more strategic and more one-to-one and “personal”.


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