The development of Relationship Marketing (RM) and Customer
Relationship Management (CRM) has forced a change in thinking among
marketers about the meaning of marketing and its role and function
within an organisation. One such change is the way in which
organisations relate to their customers. Organisations today need
to adopt a more focused approach to interacting with customers
while also developing clear strategies for building relationships
not only with these customers but with all stakeholders.
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