[Peppers & Rogers ] defined CRM as “An enterprise-wide business strategy .. Consequently, a frame of reference presents the theories and models that are. According to Peppers and Rogers (), meeting customer needs may make it Relationship marketing, although a relatively new theoretical concept, has been . This study proposes a relationship model indicating a set of relationships . Keywords: customer relationship management (CRM); relationship . Both theoretical and practical models are discussed and synthesized to cre- . D. Peppers and M. Rogers are business consultants, who have gave CRM.
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