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CUSTOMER RELATIONSHIP MANAGEMENT
Paul Gray
Jongbok Byun
I. INTRODUCTION
Over a century ago, in small-town America, before the advent of the
supermarket, the mall, and the automobile, people went to their neighborhood
general store to purchase goods. The proprietor and the small staff recognized
the customer by name and knew the customer's preferences and wants. The
customer, in turn, remained loyal to the store and made repeated purchases.
This idyllic customer relationship disappeared as the nation grew, the population
moved from the farm communities to large urban areas, the consumer became
mobile, and supermarkets and department stores were established to achieve
economies of scale through mass marketing.
Although prices were lower and goods more uniform in quality, the relationship
between the customer and the merchant became nameless and faceless. The
personal relationship between merchant and customer became a thing of the
past. As a result, customers became......

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Approximate Word Count: 9147
Approximate Pages: 37 (250 words per double-spaced page)

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