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Marketing Research: Within a Changing Information Environment, 2/e
Joseph Hair, Louisiana State University
Robert Bush, University of Memphis
David Ortinau, University of South Florida
Customer Relationship Management and the Marketing Research Process

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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