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About The Book

The business world today is witnessing a paradigm shift in how organizations interact with and retain their customers. In an era characterized by heightened competition and technological innovation, the success of any business lies in its ability to build strong, meaningful, and lasting relationships with its customers. It is in this dynamic context that Customer Relationship Management (CRM) has emerged as a cornerstone of modern business strategies.

This textbook, Customer Relationship Management, has been carefully crafted to serve as a comprehensive and practical resource for B.Com students. It aims to equip learners with a thorough understanding of the fundamental concepts, tools, and techniques of CRM while emphasizing its application in real-world scenarios.

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