CRM has its roots in relationship marketing strategies and its antecedents. As a matter of fact, developing good relationships with customers is a very old practice; as Sterne (2000) well illustrates, since the mid-eighteenth century pharmaceutical retailers in Japan have been practicing relationship management with their clients. Individual families are regularly visited by sales representatives, who review the contents of their company-issued medicine cabinets. The items that have been used are replaced, and the items that have not are either removed or replaced according to their expiry dates. Of course, on a small-scale context, such practice is completely feasible; however, on a large-scale context it becomes unviable.