TITLE

A new age: It's all about relationships

AUTHOR(S)
Krol, Carol
PUB. DATE
May 1999
SOURCE
Advertising Age;5/17/1999, Vol. 70 Issue 21, ps1
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article focuses on the role of customer relationship management in marketing. By any descriptive, customer relationship management has picked up steam because of the fragmentation of media, increased channels of communication and consumer choice availability. For many of those reasons, consumers now have more control over what they want from companies, how a product or service is to be delivered and how they wish to communicate with the marketer. Customer relationship management is the process a company goes through to manage its entire relationship with a customer. Although many marketers might describe the customer relationship management shift is involving increased customer loyalty, greater frequency of purchase, more cross-selling and up-selling, this view is limited. It speaks to customer transaction and not to the exchange of value over time between marketer and customer which deepens loyalty.
ACCESSION #
1872120

 

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