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Despite millions invested in it, Customer Relationship Marketing (CRM) does not seem to deliver the benefits that it promised, and may, after all, be a failure. Why has it failed? CRM is based on four assumptions, all of which are open to question: One to One marketing is an achievable goal given the right information and software. Stated another way, customer and prospect purchasing behavior can be predicted accurately based on information that you can collect about them.
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