CRM and Corporate Communication

Abstract

Customer Relationship Management (CRM) has triggered a number of chain reactions that are changing the business communication and the core competencies of managers of businesses, agencies and consultancy companies to direct their processes. From the viewpoint of classic marketing – which developed on the basis of American experience in the field of fast moving consumer goods – it is no surprise that Direct Marketing was considered a sort of minor discipline, tactical and not strategic, CRM is not a technology, but a new market-oriented strategy at the service of marketing, sales and communication.