Abstract:
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. It describes in detail a 'do it, fix it' approach to CRM based on a pilot team and a basic infrastructure rather than on huge investment. Successful companies have resolved the above challenges and achieved substantial CRM impact through this practical approach.
Research Papers
Can continuous relationship marketing work in emerging markets?
Catalogue: Asia Pacific 2002
Authors: Mike Sherman, Sungmi Chung
Company: McKinsey & Company
December 1, 2002
Research Papers
Can CRM work in emerging markets?
Catalogue: Latin America 2002
Authors: Mike Sherman, Sungmi Chung
Company: McKinsey & Company
May 12, 2002
Research Papers
From CS to CRM
Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Authors: Vanessa Oshima, Mark Ferris
 
September 19, 2004
