marketing

CRM (Customer Relationship Management ) is an integrated information system used to plan , schedule and control the pre-sales and post-sales activities of an organization (Glen Petersen 's "ROI : Building the CRM Business Case " Xlibris , 2003 , ISBN . CRM deals with all aspects of customer services including call center , sales , marketing , technical support , and d support in to develop long term growth and profitability by understanding the customers ' behaviour in a better way

CRM , however , differs from traditional marketing in a very systematic way , where by the traditional marketing mainly focuses on strategic decisions

driven by customers ' expectations , while CRM aims to develop a system of effective feedback on continuous basis . Marketing basically works on 4Ps , i .e . Product , Price , Place and Promotion . And as compared to CRM it 's one of the components of CRM (Churchill , Gilbert A , and Peter , Paul J (1995 . Marketing : Creating Value for Customers . Boston Irwin . Like ERP , CRM is a very comprehensive procedure of managing organizational potentials and marketing is considered as one of its segment

CRM basically follows three aspects alternatively , i .e . Operational Collaborative and Analytical CRM . Criterion of CRM ranges from the simple information gathering from customers at operational level to complex statistical analysis at Analytical level . The systematic procedures of CRM are changing the marketing paradigm by making it more effective and based on the concept of supply chain management

The success of CRM can be better understood by having a glimpse of the Customers ' Relation Management of multinationals like Lever ,

G , etc Changing trends in their marketing strategies , effective sales and long term profitability is the ultimate outcome of their efficient CRM systems

Work Cited

Glen Petersen 's "ROI : Building the CRM Business Case " Xlibris , 2003 ISBN

Churchill , Gilbert A , and Peter , Paul J (1995 . Marketing : Creating Value for Customers . Boston : Irwin...