Chapter 37: Customer Relationship Management
Roxanne E. BurkeyCharles V. Breakfield
TRADITIONALLY, CUSTOMER RELATIONSHIP MANAGEMENT (CRM) IS A BUSINESS-TO-BUSINESS OR BUSINESS-TO-CUSTOMER RELATIONSHIP BASED ON KNOWLEDGE OF THE PURCHASER S BUYING HABITS. These buying habits until recently were typically based on knowledge of the marketplace, trends, demographics, prices, and product availability. Responding to shifts in buying habits has the added burden of product availability from a wider selection of sellers and shortened product lifecycles, forcing enterprises to optimize technology tools to retain competitive leadership. CRM technology has expanded to a point where it contains the tools, if correctly applied, to impact business profitability ...
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