Customer Relationship Management

Marketing over the years

• Production
• Product
• Selling
• Marketing
• Customer Concept
– Relationship Marketing
 From the marketing to the
customer concept
The marketing concept needs to make way for the customer concept:

Development of
information
technology and the
Marketing is defined as a distinct organizational internet The customer concept
culture, represented by a fundamental shared is the conduct of all
set of believes and values that put the Time marketing activities with
customer at the center of a firm’s strategic and the belief that the
operational thinking individual customer is the
(Deshpande and Webster, 1989) central unit of analysis
and action.
Main function: Main function:
Addressing the needs of customer segments Meeting individual customer needs