More marketers want to get to know you

Bush, Michael; Parekh, Rupal
August 2008
Advertising Age;8/25/2008, Vol. 79 Issue 32, p11
Trade Publication
The article focuses on customer relationship management (CRM), a form of marketing which builds off of direct contacts with consumers. CRM uses tools such as market segmentation and database maintenance to increase their knowledge of consumer behavior, improving marketing rate of return. CRM-related software spending has jumped 14 percent in 2008.


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