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Customer Relationship Management: Getting It Right! by Judith W. Kincaid

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Questions for Reflection

Certainly your company has a marketing history. Think about various marketing campaigns that you're familiar with or other CRM-related projects (such as your web site navigation).

1:How does your company create marketing offers? Are they based on product features or customer value?
2:How must a customer navigate through your web site? Is your site based on internal organizations and product lines or designed from the customer's perspective?
3:What might it take to shift the focus to the customer when designing an offer?

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