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Strategic customer MGT (Trends in relationship marketing (Marketing =…
Strategic customer MGT
Relationship marketing
- Strategic management of relationships with all relevant stakeholders
CRM:
Strategic management of relationships with customers, involving appropriate use of technology
Customer Management:
Implementation and tactical management of customer interactions
History of development
Growth after second world war
Dream "relationship marketing" - first 1983 America
Rise of new technologies and social media
Trends in relationship marketing
Marketing = basis of relationships
Organising in terms of processes
Proactive use of information
Balancing value trade-offs
1to1 marketing
CRM (1990)
narrowly & tactically as a particular solution
wide ranging technology
customer centric
Types of CRM
Operational
Anallitical
Collaborative
Key CRM processes
strategy development
enterprise value creation
multi-channel integrartion
information management
performance assessment