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| Author: | Subhash, C.J. |
| Title: | CRM shifts the paradigm |
| Journal: | Journal of Strategic Marketing
2005 : DEC, VOL. 13:4, p. 275-291 |
| Index terms: | customer relationship management (CRM) customers profitability |
| Language: | eng |
| Abstract: | To gain a competitive edge by using customer relationship management (CRM) is feasible if CRM becomes an integrated part of the marketing management paradigm. This paper suggest adding a fifth P to the marketing mix framework to seek such integration. The fifth P refers to profiling the customer. |
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