This relationship approach uses a process
known as customer relationship management
(CRM), a business philosophy and set of strategies, programs, and systems that focus on identifying and building loyalty
among the firm’s most valued customers. Firms that employ CRM systematically collect information about their customers’ needs and then use that information to target their best customers with the products, services, and special
promotions that appear most important to them.
Now that we’ve examined what marketing is and how it creates value, let’s
consider how it fits into the world of commerce, as well as into society in
general.
This relationship approach uses a processknown as customer relationship management(CRM), a business philosophy and set of strategies, programs, and systems that focus on identifying and building loyaltyamong the firm’s most valued customers. Firms that employ CRM systematically collect information about their customers’ needs and then use that information to target their best customers with the products, services, and specialpromotions that appear most important to them.Now that we’ve examined what marketing is and how it creates value, let’sconsider how it fits into the world of commerce, as well as into society ingeneral.
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