Unit-I: Introduction to CRM: 1. Conceptual Foundation of CRM, 2. CRM and Customer Centricity, 3. CRM: A Strategic Approach to Marketing, Unit-2: Principles of Managing Customer Relationship: 4. Strategies to Build Relationship, 5. Customer Acquisition and Retention, 6. Customer Loyalty, 7. Customer Satisfaction, Unit-3: Dynamics in CRM: 8. Strategic CRM in Services, 9. Strategic CRM in B2B Market, 10. Role of People Management in Building Customer Relationships, 11. Customer Experience Management, 12. CRM in Rural Markets, 13. Measuring The Success of CRM-Based Initiatives, Unit-4: Impact of Technology on CRM: 14. Data Mining and CRM, 15. Impact of Technology on CRM, 16. CRM to Social CRM, Unit-5: CRM Implementation Roadmap: 17. Deploying CRM in an Organization, 18. Guarding Against CRM Failures

• Basic concepts of CRM and environmental changes that lead to CRM adoption
• Technological advancements that have served as catalyst for managing relationships
• Customer strategy as a necessary and important element for managing every successful organization
• CRM is not about developing a friendly relationship with the customers but involves developing strategies for retention, and using them for achieving very high levels of customer satisfaction
• The concept of customer loyalty management as an important business strategy
• The role of CRM in business market
• The importance of people factors for the organization from the customer's perspective
• Central role of customer related databases to successfully deliver CRM objectives
• Data, people, infrastructure, and budget are the four main areas that support the desired CRM strategy