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| Tekijä: | Subhash, C.J. |
| Otsikko: | CRM shifts the paradigm |
| Lehti: | Journal of Strategic Marketing
2005 : DEC, VOL. 13:4, p. 275-291 |
| Asiasana: | customer relationship management (CRM) customers profitability |
| Kieli: | eng |
| Tiivistelmä: | 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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