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Customer Relationship Management and Integrated Marketing

Part 4. Advertising and Integrated Communication

  1. Edward C. Malthouse,
  2. Bobby J. Calder

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem04023

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Malthouse, E. C. and Calder, B. J. 2010. Customer Relationship Management and Integrated Marketing. Wiley International Encyclopedia of Marketing. 4.

Author Information

  1. Northwestern University, Evanston, IL, USA

Publication History

  1. Published Online: 15 DEC 2010

Abstract

Customer relationship marketing, or CRM, can be used strategically for cost leadership or competitive differentiation if utilized in conjunction with databased marketing. The goal is to create a brand that appeals to a large segment of consumers but at the same time to find subsegments for whom marketing contacts can be customized to reflect how these consumers want to interact with the brand. In this way CRM becomes a way of allowing consumers to connect to the brand in a personal way.

Keywords:

  • customer relationship marketing;
  • database marketing;
  • relationship marketing;
  • segmentation;
  • branding