267 - One-to-One Marketing

Faculty: Bodapati, A.

The concepts and analytical tools of one-to-one marketing and customer relationship management (CRM) can be applied in numerous business settings, including retail, financial services, travel and entertainment, business-to-business, and publishing. In many industries, the commonly held view is that business success hinges on creating long-term, profitable, customer relationships. The objective of this course is to introduce you to the principles of CRM and one-to-one marketing and the key associated tools and techniques. As such, it will equip you with the skills required to initiate, develop, implement, and evaluate CRM initiatives, be it as a consultant or an in-house manager.

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