Can CRM work in emerging markets?

Date of publication: May 12, 2002

Catalogue: Latin America 2002

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.

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