Introduction:

Objectives:

1. This paper provides an overview of relationship marketing (RM) and how it evolves to customer relationship management (CRM) 2. Since marketing continuum is the basic concept for relationship marketing it is apt that marketing continuum will be explained first 3. The reviewed literature then discussed the evolution of marketing from the four Ps principle towards more challenging structure combining environment factor and global market scenario ending with customer relationship management philosophy. 4. This paper developed from the rational theories that are very relevant to the practitioners who are alert to the environmental changes. 5. It finds out more applicable customer relationship management concept that are more recent tools to be considered for company growth and sustainability in the millennium age.

Methodology:
This paper format is article review in nature, it highlight the evolution of marketing that change from transactional orientation towards relational orientation that bring CRM ad an important tool for organization growth and sustainability.

Literature Review:

Findings:

Implications and Conclusion:

References: