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Special Edition Using® Microsoft® CRM by John Gravely, Laura Brown

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Change Management and Market Strategy

Change management is one of the first influences to adopt the enterprise-wide point of view that characterizes CRM applications in today's business landscape. Focusing on managing corporate resources across the organization, change management harnesses those resources and shepherds them into productive channels.

Whether those channels are productive depends on the strength of your market strategy. The iterative process of developing market strategy and testing it out in the real world has undergone significant changes in recent years because of factors such as the following:

  • Introduction of new channels such as the Internet and wireless devices

  • Business process integration

  • Business to business exchange

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