Evaluating CRM in a different context

摘要

This is the second of a two-part article by Bob Wrighton that supports the benefits of a customer-centred approach to marketing over a product-centred approach. The material related to customer relationship marketing (CRM) is based on a recent book titled "Managing Customers Profitably" (John Wiley and Sons, 2008) by Professor Lynette Ryals of Cranfield Management College UK.