CHAPTER OUTLINE. 9.1 Defining Customer Relationship Management9.2 Operational Customer Relationship Management9.3 Analytical Customer Relationship Management9.4 Other Types of Customer Relationship Management Applications. LEARNING OBJECTIVES. Define customer relationship management and discuss the objectives of CRM.Describe operational CRM and its major components.Describe analytical CRM.Discuss mobile CRM, on-demand CRM, and open-source CRM..
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