Relationship Marketing

We now consider the Business Strategy Perspective on CRM. Here, we propose a model, which is a hybrid, and typical of many of the models and diagrams of CRM that you will find on The Internet and in popular books on the topic of eMarketing/eCommerce.

As we have discussed, CRM is more than just software. For the purposes of this introduction – Information Technology (IT) and CRM have three key elements, namely Customer Touch Points, Applications, and Data Stores. This section is based loosely upon Raisch (2001) The eMarketplace.

Learning Outcome: By the end of this lesson, you will be able to explain the difference between a single, transactional exchange and an ongoing customer relationship, and why marketers deliberately choose to build the latter. What Is a Customer Relationship? Every sale starts as an exchange: a customer gives up money, and in return receives…

CRM is a term that is often referred to in marketing. However, there is no complete agreement upon a single definition. This is because CRM can be considered from a number of perspectives.

Customer Relationship Management (CRM) tutorial.

Learning Outcome: By the end of this lesson, you will be able to explain the difference between a transactional and a relationship marketing orientation, and identify which one a business is actually practising. Two Ways to Think About a Sale Every business has to decide, whether it states this explicitly or not, what a successful…