Can CRM Work In Emerging Markets
Sungmi ChungandMike Sherman McKinsey and 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 direct...
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.
