oa Journal of Marketing - Unlocking the value of CRM

Volume 2006, Issue 08
  • ISSN : 1811-9565



Every brand should deploy some kind of CRM, and while this does not have to involve a backend infrastructure that runs into millions of rands, it will require some technology innovation. CRM, however, should not be deployed to reach each and every customer, as the costs that do go into one-to-one marketing can start cutting into the value you get out of it.

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