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Indian retail industry is witnessing an unprecedented growth and the major contributor to this growth is the growth in a modern trade industry, which is expected to increase almost by six times from current 27 billion USD to 220 billion USD in 2020. The role of Customer Relationship Management(CRM) is of utmost importance in almost every industry and is not just restricted to mapping acquiring and retention of customers, rather business leaders is demanding much more from their CRM strategies which includes competitive advantage too. Keeping the importance of CRM in mind, the present study deals with investigating a CRM idea and examine its approach regarding one specific business field - modern trade industry. This book can be useful to you if you are keen to unveil the importance of CRM and can act as a base for future research in the area.
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