CRM shifts the paradigm

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 in...

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Bibliographic Details
Published inJournal of strategic marketing Vol. 13; no. 4; pp. 275 - 291
Main Author Jain, Subhash C.
Format Journal Article
LanguageEnglish
Published London Taylor & Francis 01.12.2005
Taylor & Francis Ltd
Subjects
customer lifetime value
customer loyalty
Customer relationship management
Integration
Management science
managing customer value
Marketing
marketing mix and customer relations management
profitability of long-life customers
Relationship marketing
Studies
United States > US
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Summary: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.
Bibliography:SourceType-Scholarly Journals-1
ObjectType-Feature-1
content type line 14
ISSN:0965-254X
1466-4488
DOI:10.1080/09652540500338329