A CRM Primer
If you are not familiar with CRM, the following section will introduce you to as much as you need to know in terms of background and context to then apply CRM to your Web site. If you want to find out more about CRM, refer to Resources at the end of the book for some recommendations.
8.1 What Is Customer Relationship Management (CRM)?
Almost everywhere you look these days, you run into CRM in one form or another. The number of articles discussing CRM has skyrocketed over the last years. Try a search on CRM on any search engine and expect to get several hundred thousand results. And yet there is no one standardized definition for either CRM or its electronic sibling eCRM. This does not matter very much as long as you at least ...
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