• Sweta Kumari

Academic research on customer relationship management (CRM) has started to thrive, prompted in part by the well reported failure of CRM efforts. Despite the fact that many research have produced valuable insights, the existing CRM literature seems to be inconsistent and fragmented, owing to a lack of an uniform conceptualization. This article aims to offer a clear and precise definition of CRM's domain in order to contribute to the advancement of a coherent body of knowledge on this subject of increasing interest and significance. The authors proprtygose that the phenomenon is conceptually defined as an ongoing process that involves the advancement and utilizing of market intelligence for the intent of creating and maintaining a profit-maximizing investments of customer relationships, after reviewing and analyzing process, strategy, philosophy, capability, and technology-based CRM perspectives. A thorough explanation of the CRM process is given, as well as a comprehensive framework to assist marketers in their search for CRM success, based on the suggested conceptualization

Customer relationship management, CRM; Interaction management; Knowledge management; Relationship marketing

"A Review on Divergent Views Analysis of Customer Relationship Management", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.5, Issue 8, page no.514-518, August-2018, Available :http://www.jetir.org/papers/JETIRFR06104.pdf

"A Review on Divergent Views Analysis of Customer Relationship Management", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.5, Issue 8, page no. pp514-518, August-2018, Available at : http://www.jetir.org/papers/JETIRFR06104.pdf