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CHAPTER
12

Customer Relationship

Management

LEARNING OBJECTIVES
After reading this chapter, you should be able to:

! Understand the customer relationship process. ! Examine the CRM life cycle and its
! Know the evolution, current status, and relationship with other enterprise
categories of the customer relationship software.
management (CRM) system. ! Examine the impact of CRM on an
! Understand the components and organization.
architecture of CRM systems.

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