An Overview to Customer Relationship Management

摘要: Marketing historically has undergone various shifts in emphasis from production through sales to marketing orientation. However, the orientations have failed engage customers meaningful relationship mutually beneficial organisations and customers, with all forms of shift still exhibiting transactional approach inherit traditional (Kubil & Doku, 2010). Coltman (2006) indicates that strategy literature, scholars long suggested a customer centred is fundamental competitive advantage management (CRM) programmes are increasingly being used by support type understanding interdepartmental connectedness required effectively execute strategy.