Can CRM 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 CRM Work in Emerging Markets?

Sungmi ChungMcKinsey & Company andMike ShermanMcKinsey & Company

INTRODUCTION

Like their counterparts in London and New York, people living in Seoul, Istanbul, Cape Town and So Paolo are starting to receive sophisticated...