International Journal of Scientific and Research Publication (IJSRP)
Customer relationship management is the process of acquiring customers by understanding their requirements, retaining customers by fulfilling their requirements more than expectation and attracting new customer specific strategic marketing approaches. The Customer Relationship Management (CRM) recognizes the long-run value of potential customers. It increased revenues, profits and shareholder value is the result of marketing activities directed towards developing, maintaining and enhancing successful company-customer relationships. This paper provides an extensive review of the literature regarding on CRM principles.