The Influence of Customer Relationship Management on Cross-Selling and Upselling Strategies in Marketing

Authors

  • Soma Nath Assistant Professor, Department of Commerce, St. Xavier’s College (Autonomous), Kolkata, West Bengal, India

DOI:

https://doi.org/10.31033/IJEMR/10.6.2020.1884

Keywords:

Marketing, CRM, Business

Abstract

In this research paper, we integrating CRM into upselling and cross-selling tactics increases short-term revenue and fosters long-term loyalty. Businesses can attain greater client retention and long-term growth by effectively combining personalization, employee training, and channel selection. CRM should not be viewed as a simple technological instrument, but rather as a comprehensive strategic strategy.

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References

Peppers, D., & Rogers, M. (1993). The one to one future: Building relationships one customer at a time. Currency/Doubleday.

Sharma, A., & Sheth, J. (2004). Web-based marketing: The coming revolution in marketing thought and strategy. Journal of Business Research, 57(7), 696–702.

Kumar, V., & Shah, D. (2004). Building and sustaining profitable customer loyalty for the 21st century. Journal of Retailing, 80(4), 317–330.

Stone, M., & Woodcock, N. (2014). Interactive, direct and digital marketing: A future that depends on better use of business intelligence. Journal of Research in Interactive Marketing, 8(1), 4–17.

Reinartz, W., Krafft, M., & Hoyer, W. D. (2004). The customer relationship management process: Its measurement and impact on performance. Journal of Marketing Research, 41(3), 293–305.

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Published

2020-12-31
CITATION
DOI: 10.31033/IJEMR/10.6.2020.1884
Published: 2020-12-31

How to Cite

Nath, S. (2020). The Influence of Customer Relationship Management on Cross-Selling and Upselling Strategies in Marketing. International Journal of Engineering and Management Research, 10(6), 186–188. https://doi.org/10.31033/IJEMR/10.6.2020.1884

Issue

Vol. 10 No. 6 (2020): December Issue

Section

Articles

License

Copyright (c) 2020 Soma Nath

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Research Articles in 'International Journal of Engineering and Management Research' are Open Access articles published under the Creative Commons CC BY License Creative Commons Attribution 4.0 International License http://creativecommons.org/licenses/by/4.0/. This license allows you to share – copy and redistribute the material in any medium or format. Adapt – remix, transform, and build upon the material for any purpose, even commercially.