MBA Project on Customer Relationship Management - What is CRM? MBA Dissertations e-CRM Business Management Dissertation Topics. MBA Project on Customer Relationship– CRM is an integrated effort to recognize, maintain, and build up a network with individual consumers and to constantly strengthen the network for mutual benefit of both sides, through interactive, individualized and value-added contacts over a period of time. The core theme of all CRM is its focus on co-operative and collaborative relationships between the firm and its customers, and/or other marketing actors. CRM is based on the premise that, by having a better understanding of the customers’ needs and desires we can keep them longer and sell more to them. An important facet of CRM is “customer selectivity”. Several research studies have shown not all customers are equally profitable. The company must therefore be selective and tailor its program and marketing efforts by segmenting and selecting appropriate cus
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