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Customer Relationship Management by William G. Zikmund, Raymond McLeod Jr & Faye W. Gilbert shall remover dependableCustomer relationship management (CRM) is one of the hot topics in marketing and information systems today. Customer relationship management is a business strategy that provides the enterprise with a complete, dependable, and integrated view of its customer base. A CRM system brings together lots of pieces of information about customers, sales, market trends, marketing effectiveness and responsiveness. CRM helps companies improve the profitability of
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