Marketing Management 1st Edition by Greg Marshall,Mark Johnston

Exercise 7

Consider the CRM process cycle of knowledge discovery, market planning, customer interaction, and analysis and refinement. Pick a company of interest to you and identify one of its important brands or product lines (it can be a good or a service). Chart what you believe the CRM process cycle should be for that firm, paying particular attention to identifying the relevant customer touchpoints. Be as specific as you can in describing each of the cycle elements.