It’s all about relationships, stupid!

In this introduction to four further articles focusing on customer relationship management (CRM), Roderick White briefly reviews the history of CRM, its relationship with direct marketing, and the reasons why it has failed to revolutionise marketing practice in the last decade.

It's All About Relationships, Stupid!

Roderick White

CRM (customer relationship management) has its origins in the mists of retailing history, when merchants first noticed that, if they looked after their best customers, these customers would come back...