Author Description

The consumers of today are more cost driven, value conscious and have become more demanding. Companies have realized that retaining customer is less expensive than creating new customers. The dawning of this realization led to the origin of relationship marketing. Relationship marketing has evolved from the age-old paradigm practiced by the corner shops. The changing consumer behavior made it imperative that the companies align their processes and practices with the consumer at the center and not their products. With this boom in popularity has also come a rise in the need for marketing within these spaces, and very little academic literature exists on how to best utilize this practices to gain competitive advantage in market. Traditional business approaches to marketing are no longer adequate, as business environments have completely radicalized the market space. This book, therefore, provides a new metrics of success for the Agrochemical companies who want to follow the CRM practices effectively and also suggest the future CRM strategies for Agrochemical companies