Is there a difference between relationship marketing and CRM?
Reinartz and Kumar provide a typology of customers: butterflies, true friends, strangers, and barnacles.
Define each and describe how a company can best manage each.
Transactional marketing is being replaced by relationship marketing. Explain what is meant by this.
Can an internal competitive work methodology ensure successful CRM?
A national retailer of electronic products, TV, stereos, PCs, printers, and accessories, as well as music and videos, has committed itself to a CRM strategy to help differentiate itself from its major competitors.
What can this retailer do to support its employees in their effort to build and sustain customer relationships?