e-CRM by Alsayed Khalil
The authors proposed that relationship commitmentwas central to relationship marketing and that trust wascentral to all relational exchanges.
The development of database marketing has had atremendous effect on the improvement of marketingstrategy. Utilized initially by catalogs, record clubs, andcredit-card companies to manage customer information,databases are more widely accepted as a result of improvedtechnology.
The growth in database marketing together with the switchfrom mass marketing to one-to-one marketing has changedthe face of relationship marketing.
The Changing Role of Relationship Marketing
The role of technology has assisted in relationship marketingand has grown to represent a new form of competitiveadvantage.
Both marketing researchers and business practitioners haveidentified the implementation of technology as an essentialcomponent of relationship marketing
1.Customer Relationship Management Era
Customer relationship management (CRM) is a strategy usedto learn more about customers’ needs and behaviors inorder to develop stronger relationships with them.
It can be thought of as a process that will bring together lotsof pieces of information about customers, sales, marketingeffectiveness, and responsiveness and market trends