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Emerging Marketing
Companies in emerging markets may be wary of introducing continuous-relationship marketing because of the sophisticated IT systems, customer records, and marketing expertise it is said to require. Although all three resources may be scarce in emerging markets, CRM has proved surprisingly successful at many of their companies. In fact, the basic principle of CRM—testing offer ideas against defined customer segments and scaling up the winners—can be applied almost anywhere.
The take-away: For successful CRM—in developed as well as emerging markets—a flexible, "try it, fix it" attitude matters more than the sophistication of a company's marketing resources.
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