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This document discusses the evolution of customer relationship management (CRM) and its importance in business. It outlines how the marketing concept has shifted from a production orientation to a customer orientation over time. CRM aims to understand, retain, and satisfy customers through integrating customer touchpoints. The objectives of CRM include lifetime customer value, ownership, and mass customization. CRM uses technology to focus on long-term customer relationships and reduce costs. It allows busi

Author

Nilesh Ghadge

Language

EN