Can continuous relationship marketing work in emerging markets?

This paper outlines the continuous relationship marketing (CRM) challenges – poor data quality, poor direct marketing skills, and organizational resistance – unique to emerging markets and recommends practical ways of overcoming them.

can continuous relationship marketing work in emerging markets?

 

Sungmi Chung McKinsey & CompanyMike Sherman  McKinsey & Company

Introduction

Like their counterparts in London and New York , people living in Seoul , Istanbul , Cape Townand So Paolo...