This OER textbook section describes how organizations segment and target their current customers, how they use Customer Relationship Management to form and develop relationships with customers, and how they continue to engage their customers throughout the customer lifecycle.
(Specifically focusing on Section 5.1)
https://resources.saylor.org/wwwresources/archived/site/textbooks/Principles%20of%20Marketing.pdf
This text was adapted by The Saylor Foundation under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 License without attribution as requested by the work’s original creator or licensee.
