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MKT 7996 Principles for Customer Relationship Management Cr. 3

Investigation of the antecedents and consequences of implementing a customer-relationship management strategy. The course will provide students with insight on: What CRM and its conceptual foundations are; How CRM forces the interaction between corporate strategy, organizational structure, supply chain, and customer facing front end; The role of measuring and managing customer satisfaction, customer loyalty and customer profitability; Hands-on application with Offered Fall.

Restriction(s): Enrollment is limited to Graduate level students.

Equivalent: ISMĀ 7996