Relationship Marketing and Customer Relationship Management 5 Ed.

Relationship marketing and Customer Relationship management (CRM) have become important tools in securing the survival of businesses in the new millennium by considering both external customers and employees (internal customers). CRM enables businesses to provide excellent real-time customer service through the effective use of digital technologies. CRM will evolve to become more aligned to customer management practices both internal and external to the business as well as to embrace Industry 5.0. Both internal and external customers are increasingly using smart phone devices to engage with organisations, highlighting the importance of digital relationships and technologies. Relationship marketing acknowledges the importance of other stakeholders and the building of relationships with these groups. Relationship Marketing and CRM will therefore have to secure state-of-the-art customer and relationships management strategies delivered to all its customers through the development and implementation of these CRM strategies.