Integrated Customer Relationship Management (ICRM) provides a theoretical framework to define and to construct customer relationship under market competitions. ICRM also provides a practical guideline for the practice of effective Competitive Customer Relationship Management via the IMIM process. The business philosophy behind ICRM is to put customer needs in the center of marketing practices and integrates all major marketing functions (including database marketing) into the Customer Relationship Management process. The ultimate goal of the ICRM practice is to help companies achieve sustainable competitive advantages through strong customer relationship.
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