Beyond data gathering
Implication of CRM systems to market research
Laurent Flores CRM Metrix andRex Briggs Marketing Evolution
INTRODUCTION
Over the last few years a new industry and 'buzzword' have emerged. CRM or Customer Relationship Management has an annual growth rate of over 30%, and according to IDC will reach up to $12.1 billion by 2001. The technology analyst firm Gartner is even more bullish and recently stated that the market will be $15 billion in 2001. Whatever the source, the projections show CRM surpassing the global revenue of the entire market research industry within the...