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customer relationship marketing


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(CRM)

1 A systematic fostering of good reciprocal relationships with existing customers, on the basis that this will provide new or ongoing business from that customer with more ease and speed, and less cost, than winning and developing new customers.

2 An information system for gathering and analysing information and intelligence on existing clients with a view to deepening knowledge, improving relationships, and growing sales to that customer.

Subjects: Computing — Business and Management.


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