Midlands State University Library

CRM shifts the paradigm/

Jain, Subhash C

CRM shifts the paradigm/ Subhash C. Jain - Journal of strategic marketing Volume 13, number 4, .

In today's environment, companies of all sizes need to practice customer relationship marketing to gain a competitive edge. This is feasible if CRM becomes an integrated part of the marketing management paradigm. The paper suggests adding a fifth P to the marketing mix framework to seek such integration. The fifth P refers to profiling the customer. A managerial model of CRM is presented with propositions for future research on the subject.

0965-254X


Relationship marketing
Customer loyalty
Customer lifetime value