Customer Relationship Management (CRM) as the New Marketing Approach and the 4P's of Marketing:

CRM has emerged as a core business strategy for maintaining and enhancing competitive edge in business. It refers to practices, strategies and technologies that a company may use to manage its relationships and interactions... [ view full abstract ]

CRM has emerged as a core business strategy for maintaining and enhancing competitive edge in business. It refers to practices, strategies and technologies that a company may use to manage its relationships and interactions with potential customers. It analyzes the customers‟ interactions and the information throughout the customer‟s lifecycle.
The main purpose of “customer relationship management” is to improve business relationships with customers, assist in customer retention and drives the sales growth of the organization. CRM helps to integrate and automate sales, marketing and customer support. It provides client information, past sales, previous marketing efforts and summarizes all the relationships between the customer and the firm, such as Equity bank Limited in Kenya is leading in CRM among banks in Kenya.