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