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Operations Management: Processes and Supply Chains, 12th Edition by Larry P. Ritzman, Manoj K. Malhotra, Lee J. Krajewski

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Customer Relationship Process

The customer relationship process addresses the interface between the firm and its customers downstream in the supply chain. The purpose of the customer relationship process, which supports customer relationship management (CRM) programs, is to identify, attract, and build relationships with customers and to facilitate the transmission and tracking of orders. Key nested processes include the marketing, order placement, and customer service processes.

Marketing

The marketing process focuses on such issues as determining the customers to target, how to target them, what services or products to offer and how to price them, and how to manage promotional campaigns. In this regard, electronic commerce (e-commerce), which ...

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