Overview of Relationship Marketing –Basis of Building Relationship – Types of
Relationship Marketing – Customer Life Cycle.
CRM – Overview and Evolution of The Concept – CRM and Relationship Marketing –
CRM Strategy – Importance of Customer Divisibility In CRM – CRM and place in
Sales Force Automation – Contact Management – Concept – Enterprise Marketing
Management – The Core Beliefs – CRM in India.
Value Chain – Concept – Integration Business Process Management – Benchmarks and
Metrics – Culture Change – Alignment with Customer Ecosystem – Vendor Selection –
Database Marketing – Prospect Database – Data Warehouse and Data Mining – Analysis
of Customer Relationship Technologies – Best Practices In Marketing Technology –