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The studies have stated that due to the highly publicized failure of customer relationship management initiatives, academic research on customer relationship management has begun to flourish and the literature appears to be inconsistent to the lack of common conceptualization. The analysis of process, strategy, philosophy, capability, and technology-based customer relationship management perspectives is provided with a comprehensive framework intended to aid marketers in their quest to achieve success.

The correlation of seven hypothesized factors are studied to determine their relationship to the success of industrial advertising campaigns. The seven hypotheses studied are: product characteristics, influence of competition, resources of the advertiser, client-agency relationship, market research efforts, messaging position and creativity, and media selection. The success of an advertising campaign is based on awareness, attitude and sales. These objectives are best met when their importance is ranked as part of the initial goals and objectives.