What's Behind Relationship Marketing and CRM...

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              What's Behind Relationship Marketing and CRM...
Felix C. Poudeu, Member
                
                The basic principle of relationship marketing and customer relationship management is that firms benefit more from maintaining long-term customer relationships than short-term customer relationships (Reinartz & Kumar, 2000).

In the 21st century businesses are becoming more customer-centric, process-focused everyday.

Therefore metrics like ROI, CLV and RFM are gaining importance. 

Customers demand highly personalized products, personalized services and immediate delivery.
            
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