Customer Relationship Marketing
In today?s customer-centric business era, it is imperative for organizations to accord due importance to the needs and preferences of the customers they serve. Customer Relationship Marketing (CRM) is an advertising selling strategy in which the customer is the prime focus. CRM involves active interaction with the end-customer using various technology tools including the Internet. This is done to track the exact likes and dislikes of the customer, customize, and offer the product accordingly. The CRM tool is a computer application that facilitates the work process of the account management personnel. The paper examines issues involved in the CRM strategy and discusses the operationalization of the same. Some related cases are also discussed.