Customer Relationship Management, 1st Edition by Pearson

Preface

CRM from the start . . .

It was twenty years ago when I was confronted for the first time with relationship marketing. The newly founded Lester Wunderman Institute approached me with a request to initiate a study on the subject. Freshly graduated as an economist with a marketing specialisation, it was a challenge and the beginning of an interesting discussion with marketing specialists. Following the publication of my first article, marketers began to react. Nobody had ever applied theories and concepts from social psychology to relationships between individual consumers and sellers in the field of marketing. Initial doubts were replaced by enthusiasm in a fairly short time. A demand for relationship marketing took off. In Scandinavia, ...