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- W4256266114 abstract "The present article proposes that the variety of existing managerial practices collectively described as “customer relationship management” can be organized and coordinated into a logical sequence of goals and methods that is more effective than performing them in an uncoordinated fashion. The model proposes that managers have five distinct but interrelated goals: customer acquisition, customer retention, customer development, customer consultation, and customer conversion. Although each goal can be achieved using distinct and well-known marketing practices, the model integrates the practices in a temporal and logical order in which achieving one goal contributes to achieving other goals. Integrating the procedures and technologies used at each stage results is a synergistic effort that should benefit companies and can guide empirical research." @default.
- W4256266114 created "2022-05-12" @default.
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- W4256266114 date "2012-01-01" @default.
- W4256266114 modified "2023-09-27" @default.
- W4256266114 title "The Goals of Customer Relationship Management" @default.
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- W4256266114 doi "https://doi.org/10.4018/978-1-4666-0288-5.ch002" @default.
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