Authors: Prof. (Dr.) Jay Prakash Verma, Dr. Ajit Chandgude, Dr. Kajal Maheshwari

Editor: Dr. Nilesh Anute

ISBN: 978-81-69297-18-9

DOI: https://doi.org/10.59646/596

Date of Publication: March 25, 2026

Cite this book: Jay PV, Ajit C, Kajal M, Nilesh A, (2026), Customer Relationship Management, San International Scientific Publications, ISBN: 978-81-69297-18-9, doi: https://doi.org/10.59646/596

Preface

Customer Relationship Management (CRM) has emerged as a vital strategic approach in today’s highly competitive and customer-driven business environment, where organizations must go beyond traditional transactional exchanges to build long-term, value-based relationships with customers and stakeholders. This book, Customer Relationship Management, is designed to provide a comprehensive understanding of CRM concepts, practices, and applications, beginning with the foundational principles such as levels of CRM, internal and external relationship management, and the strategic importance of nurturing customer relationships. It systematically explores CRM as a powerful marketing tool, highlighting its role in customer-centric strategies, personalized engagement, and retention, while also examining operational and collaborative dimensions. Further, the book delves into CRM applications in marketing, including one-to-one marketing, cross-selling, up-selling, customer satisfaction measurement, and behavior prediction, enabling readers to appreciate how organizations enhance customer value and loyalty. The discussion extends to customer acquisition, retention strategies, customer lifecycle management, and analytical techniques such as CLV and RFM analysis, equipping learners with practical insights into optimizing customer relationships. In addition, the integration of CRM with internal processes such as sales force automation, e-commerce, ERP, and supply chain management is addressed to provide a holistic view of organizational effectiveness. The final sections focus on analytical CRM, emphasizing data management, data mining, ethical considerations, and advanced tools like market basket and clickstream analysis. Overall, this book aims to bridge theory and practice, offering students, researchers, and practitioners a structured and in-depth perspective on CRM as a dynamic discipline essential for achieving sustainable competitive advantage in modern business environments.

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