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The Evolution of Relationship Marketing (RM) Towards Customer Relationship Management (CRM): A Step towards Company Sustainability

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  • Samsudin Wahab

Abstract

This paper provides an overview of relationship marketing (RM) and how it evolves to customer relationship management (CRM). Since marketing continuum is the basic concept for relationship marketing it is apt that marketing continuum is explained first. The reviewed literature than discussed the evolution of marketing from the four P’s principle towards more challenge structure combining environment factors and global market scenario ending with customer relationship management philosophy. This paper developed from the rational theories that are very relevant for the practitioners’ who are alert to the environmental changes. This paper ends with more applicable of customer relationship management concepts that are most recent tools to be considered for company growth and sustainability in the millennium age.

Suggested Citation

  • Samsudin Wahab, 2010. "The Evolution of Relationship Marketing (RM) Towards Customer Relationship Management (CRM): A Step towards Company Sustainability," Information Management and Business Review, AMH International, vol. 1(2), pages 88-96.
    • Handle: RePEc:rnd:arimbr:v:1:y:2010:i:2:p:88-96
    DOI: 10.22610/imbr.v1i2.875
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    References listed on IDEAS

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    2. Gruen, Thomas W., 1997. "Relationship marketing: the route to marketing efficiency and effectiveness," Business Horizons, Elsevier, vol. 40(6), pages 32-38.
    3. Ryals, Lynette & Knox, Simon, 2001. "Cross-functional issues in the implementation of relationship marketing through customer relationship management," European Management Journal, Elsevier, vol. 19(5), pages 534-542, October.
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    6. Tomer, John F., 1998. "Beyond transaction markets, toward relationship marketing in the human firm: A socio-economic model," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 27(2), pages 207-228.
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