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
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