Customer Relationship Management and Integrated Marketing
Part 4. Advertising and Integrated Communication
Published Online: 15 DEC 2010
Copyright © 2011 John Wiley & Sons, Ltd. All rights reserved.
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.
- Published Online: 15 DEC 2010
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.
- customer relationship marketing;
- database marketing;
- relationship marketing;