■ Customer Relationship Management (CRM)
■ Ethical issues and strategyThe process of strategic marketing and its associated research is continu-
ally evolving. This text highlights two current, or contemporary, issues
which have and will continue to greatly influence marketing at a strategic
level. While the issues of CRM and ethics are corporate wide in nature,
they will impact significantly on marketing-based business strategies.
Two key areas are considered. Firstly, Chapter 15 examines the role of
CRM. CRM is commonly IT driven, but such technical associations should
not detract from its key function; retaining customers. Given customer
relationships and retention are vital marketing functions; CRM is likely to
be increasingly driven from a strategic perspective. Secondly, Chapter 16
considers the ethical dimension associated with marketing. Increasing
levels of legislation and consumerism has placed ethics and social respon-
sibility firmly on the corporate agenda.