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Sams Teach Yourself Microsoft® Dynamics CRM 2011 in 24 Hours by Anne Stanton

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Overview of CRM and the CRM Industry

What does CRM really stand for? As an acronym, it expands to customer relationship management. As an industry concept, it is the ability for a company to capture key details about its customers and future customers as they relate to a need, desire, and set of preferences. The CRM philosophy is all about encouraging and supporting a business strategy that leverages this key information to support better communication and a more accurate offering to the right audience at the right time. CRM as a way of thinking has been around since the first business opened, long before technological innovations of the 1980s allowed this business approach to become an industry. CRM also enters almost everyone’s personal life. ...

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