Chapter 11 Customer Relationship Development & Management

This chapter covers the following objectives:

* Explain the importance of customer retention and CLV

* Describe the difference between relationship and transactional marketing

* Discuss the concept of CRM and the marketing functions on which is based

* Explain the elements of CRM strategy

* Discuss operational and analytical CRM and why the customer database is essential to both

* Describe tools for targeting customers

* Explain the importance of apps in CRM programs

* Discuss the nature and importance of  social CRM

* Understand what is necessary to make CRM work