Title: CRM shifts the paradigm
Title: CRM shifts the paradigm
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Authors: Jain, Subhash C.
Subject: Marketing & CRM
Publish: 2005
Status: full text
Source: Journal of Strategic Marketing; Dec2005, Vol. 13 Issue 4, p275-291
پابگاه علمی مدیریت و حسابداری منبع: mba20.blog.ir
Abstract:
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.
Keywords:
Relationship marketing; customer loyalty; customer lifetime value;
marketing mix and customer relations management; managing customer
value; profitability of long-life customers
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