Marketing Strategies for Sustainable Crm
Topic: Marketing Strategies for Sustainable CRM
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Abstruct: This paper explains how a CRM approach builds on a strategic vision that integrates people and processes with technology to maximize a firm’s investment. This paper describes how a company can manages their strategies to develop a sustainable CRM.
Introduction
Customer relationship management (CRM) has attracted the expanded attention of practitioners and scholars. More and more companies are adopting customer-centric strategies, programs, tools, and technology for efficient and effective customer relationship management. They are realizing the need for in-depth and integrated customer knowledge in order to build close cooperative and partnering relationships with their customers. The emergence of new channels and technologies is significantly altering how companies interface with their customers, a development bringing about a greater degree of integration between marketing, sales, and customer service functions in organizations. For practitioners, CRM represents an enterprise approach to developing full-knowledge about customer behavior and preferences and to developing programs and strategies that encourage customers to continually enhance their business relationship with the company.
What is Strategic Marketing?
Oxford defines marketing as “the action or business of promoting and selling products or services, including market research and advertising.”
In other words… the intent of marketing is simply to shorten the sales cycle. Strategic Marketing is doing this, well, strategically. Many smaller or mid-size companies (and even big ones for that matter) recognize the need for marketing, but don’t understand what’s involved to put together a successful, strategic campaign.
Strategic Marketing calls for a more structured approach where we define what we’re trying to accomplish, measure and
_____________________________________________________________________________
Abstruct: This paper explains how a CRM approach builds on a strategic vision that integrates people and processes with technology to maximize a firm’s investment. This paper describes how a company can manages their strategies to develop a sustainable CRM.
Introduction
Customer relationship management (CRM) has attracted the expanded attention of practitioners and scholars. More and more companies are adopting customer-centric strategies, programs, tools, and technology for efficient and effective customer relationship management. They are realizing the need for in-depth and integrated customer knowledge in order to build close cooperative and partnering relationships with their customers. The emergence of new channels and technologies is significantly altering how companies interface with their customers, a development bringing about a greater degree of integration between marketing, sales, and customer service functions in organizations. For practitioners, CRM represents an enterprise approach to developing full-knowledge about customer behavior and preferences and to developing programs and strategies that encourage customers to continually enhance their business relationship with the company.
What is Strategic Marketing?
Oxford defines marketing as “the action or business of promoting and selling products or services, including market research and advertising.”
In other words… the intent of marketing is simply to shorten the sales cycle. Strategic Marketing is doing this, well, strategically. Many smaller or mid-size companies (and even big ones for that matter) recognize the need for marketing, but don’t understand what’s involved to put together a successful, strategic campaign.
Strategic Marketing calls for a more structured approach where we define what we’re trying to accomplish, measure and
References: Anderson, J. C. & Narus, J. A. (1991, Spring) "Partnering as a Focused Market Strategy.” California Management Review, pp. 95-113. Baker, M. J. (1998, Autumn) “Relationship Marketing in Three Dimensions.” Journal of Interactive Marketing, pp. 47-62. Berry, L. L. (1995, Fall) “Relationship Marketing of Services--Growing Interest, Emerging Perspectives.” Journal of the Academy of Marketing Science, pp. 236-245. Berry, L. L. & Parsuraman, A. (1991) Marketing Services – Competing Through Quality, New York: Free Press Bitner, M. J. (1995, Fall) “Building Service Relationships: It’s All About Promises.” Journal of the Academy of Marketing Science, pp. 246-251. Biong, H., Parvatiyar, A., & Wathne, K. (1996) “Are Customer Satisfaction Measures Appropriate to Measure Relationship Satisfaction?” In A. Parvatiyar & J. N. Sheth (Eds.),Contemporary Knowledge of Relationship Marketing (pp. 258-275). Atlanta, GA: Emory University Center for Relationship Marketing Cannie, J. K. & Caplin, D (1991) Keeping Customers for Life. Chicago: American Marketing Association.