Technology Innovation and Implications for Customer Relationship Management

Baohong Sun
November 2006
Marketing Science;Nov/Dec2006, Vol. 25 Issue 6, p594
Academic Journal
The author offers commentary on an article about service marketing by Roland T. Rust and Tuck Siong Chung that was published in "Marketing Science." She focuses specifically on customer relationship management (CRM) as it pertains to an increasingly wide variety of industries, integrating it into every step of the marketing process, and shifting CRM from mass-marketing to customer-oriented marketing. Using a figure to show the framework of the CRM model, the author suggests that CRM involves predicting customer acquisition, forecasting future revenues and developing customer demand and preference.


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