Customer relationship management, Marketing Management

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Customer Relationship Management

Customer relationship management (CRM) has been described narrowly as a customer database management activity.

Customer relationship management "is the full process of maintaining and building profitable customer relationships by delivering greater customer value and satisfaction?"

1).  Currently,  customer  relationship  management  is seen  as  the  total  process  of  maintaining   and building  profitable  customer  relationships  by  delivering  greatest  customer  satisfaction and value  .

2). Traditional marketing practices targeted on attracting new customers instead of retaining existing ones. The move currently, however, is toward building long-term relationships along customers and other stakeholders.


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