“Consumer relationship management”.

In recent years management thinking has shifted from a focus on acquiring new customers to an understanding of the importance of retaining customers and the need to build up loyalty among these customers.It has been recognized that a company’s relationship with it customer is one of the most important assets, and this is all the more important in today’s climate of the customer turnover, decreasing brand loyalty, and lower profitability. As a result many organisations are moving away from product concentrate and brand concentrate marketing, towards customer concentrate approach .

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