Customer Strategy: Observations from the Trenches

Martha Rogers
Journal of Marketing, Vol. 69, No. 4
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This short article traces the evolution of customer relationship management from the perspective of an author who has written, researched, and worked in the field since the beginning of the relationship revolution in the early 1990s. Additional topics for research are suggested, especially in the area of understanding how companies can increase enterprise value by managing the rate of increase in customer equity.
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Martha Rogers
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