Part 4 Contemporary Issues in Strategic Marketing

Contemporary Issues in Strategic Marketing

PART 4

■ Customer Relationship Management (CRM) ■ Ethical issues and strategy

The process of strategic marketing and its associated research is continually evolving. This text highlights two current, or contemporary, issues which have and will continue to greatly influence marketing at a strategic level. While the issues of CRM and ethics are corporate wide in nature, they will impact significantly on marketing-based business strategies.

Two key areas are considered. Firstly, Chapter 15 examines the role of CRM. CRM is commonly IT driven, but such technical associations should not detract from its key function; retaining customers. Given customer relationships and retention are vital marketing functions; CRM is likely to be increasingly driven from a strategic perspective. Secondly, Chapter 16 considers the ethical dimension associated with marketing. Increasing levels of legislation and consumerism has placed ethics and social responsibility firmly on the corporate agenda.