Assumptions Behind Relationship Marketing and CRM




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Felix C. Poudeu
Management Consultant, Cameroon

Assumptions Behind Relationship Marketing and CRM

The basic assumption 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 many businesses are indeed becoming more customer-centric, process-focused everyday. Customers demand highly personalized products, personalized services and immediate delivery.
⇨ Do you know of another assumption of relationship marketing or CRM?

   

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