CHAPTER 7

Customer Relationship Management (CRM) and the Role of Leadership in Digital Marketing

Marketing Management versus Customer Relationship Marketing

All the changes in technologies for marketing discussed so far have substantially altered the role of the customer in the marketing process and the relationship between the customer and the marketer. These final chapters discuss the context for that change and focus on activities where the marketer can still affect what happens in this relationship. Creating a sound database, developing strong leadership, and being aware of the complex legal environment are all part of the task of marketing.

This book is called Digital Marketing Management to indicate the shift in marketing toward the use ...

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