CRM and Brand Management - Do They Fit together?

28th Mar 2001
According to this presentation brand management and CRM are not in conflict, nor are they alternative approaches to marketing. They not only sit happily together, but it is essential that they do so. Here it is shown how brand management defines the values of the product or service, and subsequently the proposition on offer to the customer. CRM provides the structured approach to managing customer relationships. It provides the mechanisms to deliver the brand to those customers that are attracted to it. This paper shows the brand as a necessary facilitator for CRM, and reminds us that CRM cannot deliver the product or service to those customers that do not want it.

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