Customer relations management (CRM) is about maintaining long-term customer relationships. This book looks at creating and managing customer relationships and how relationship marketing, applied throughout any organization, can create new value to build the organization for the long term. In order to achieve CRM, companies need to focus on customer retention, a high customer commitment and a long-term perspective. The book examines the changes in the practice of marketing and the solutions offered by relationship marketing. It also analyzes the profound impact of technology and how it enables the business to focus on individual customers.