Last Submission date is 15th March 2017
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In the present-day competitive scenario, when products are perceived by the customers as value-delivery-vehicle, extensions of their personality and possessions enhancing their status in society, the companies are forced to look beyond just product innovation and price leadership to retain their strategic advantage in the market. The marketers have realised that only the customer orientation can help them in inculcating enduring relations which can be sustained as strategic advantage over the competitors; provided it is nurtured and managed well. Customer Relationship Management (CRM) initiatives with the objective of fulfilling the customer expectations and building, maintaining and strengthening long term relationship with them have become survival mantra for all the companies today.
Key research areas / scope covered in the journal
The Journal would cover all possible areas pertaining to CRM initiatives, eCRM, CRM strategies, Relationship Marketing, Quality Management System (QMS), CRM application like Sales Force Automation (SFA), Business Process Reengineering (BPR), future of CRM like Software as a Service (SaaS) and cloud computing etc.
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Dr. Urvashi Makkar
Professor- Marketing &
Chairperson-Research & Outreach,
Institute of Management Studies (IMS),