QUESTION TWO (100 Marks)
Research at least two recent academic journal articles on Customer relationship management as well as content from a text book and write a detailed essay in which you discuss the following topics;
1. The importance of Customer relationship management.
2. How to build relationship and create "moment of Truth" by using customer relationship management.
3. The different stakeholders involved in customer relationship management.
4. The difference between one to one marketing and mass customisation.
5. Planning a customer relationship management communication strategy.
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