Srusti Management Review

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Customer Relationship Management as A Strategic Marketing Issue in Small Businesses

Year	2012
Volume/Issue/Review Month	Vol. - V \| Spl. Issue I \| Jan
Title	Customer Relationship Management as A Strategic Marketing Issue in Small Businesses
Authors	Dr.Bhavani.M.R
Broad area	Customer Relationship Management as A Strategic Marketing Issue in Small Businesses
Abstract	The expression Customer Relationship Management (CRM) became a standard terminology, replacing what was widely perceived to be a misleadingly narrow term, relationship marketing (RM). CRM acknowledged that talents other than those of the marketer were necessary to create and deliver value to customers. CRM’s objective was the development and maintenance of mutually beneficial long-term relationships with strategically significant customers. Today’s businesses compete with multi-product offerings created and delivered by networks, alliances and partnerships of many kinds. Both retaining customers and building relationships with other value-adding allies become critical to corporate performance.
Description	The expression Customer Relationship Management (CRM) became a standard terminology, replacing what was widely perceived to be a misleadingly narrow term, relationship marketing (RM). CRM acknowledged that talents other than those of the marketer were nec
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