Chapter 5 Learning Objective
Customer Relationship Management and the Marketing Research Process
   


Chapter 5 Learning Objectives

1. Understand the essential elements that comprise a customer relationship management program.

2. Describe the relationship that exists between marketing research and customer relationship management.

3. Understand the meaning of market intelligence.

4. Describe how customer knowledge/information is used in a customer relationship management environment.

5. Understand the role of technology in a customer relationship management program.

6. Illustrate the process of data collection for a customer relationship management program.

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