Marketing is not just about selling the product or service; it is about meeting the expectations to make the customer happy. Sure, companies focus on creating profit when going against competitive markets, but it is about regaining customer management. In “Marketing as Promise Management: Regaining Customer Management for Marketing”, Grönroos discusses how marketing should fulfill the promises for the customers. By doing this, there will be more customer relationships between the business and buyers. This article also touches on the other side of how marketing can become overly tactical. Montgomery emphasizes on how this has come to affect marketing as a whole, “tactical orientation has removed innovativeness from marketing and prevents marketing from being adaptive to change in the environment ([14] Day and Montgomery, 1999, p. 3). What Montgomery is trying to touch on is that marketing today has become to losing integrity with the ethics behind the scene. In order to steer away from this, companies need to focus on keeping promises to its customers through customer management. As stated in “Viewpoint: Customer Relation Management – Takes a Good Long 360-degree Look!” customer relationship management (CMR) is a new concept that has caught the eye of many business sectors. But, what exactly does CMR mean? According to Galbreath, it is a form of "activities a business performs to identify, qualify, acquire, develop and retain increasingly loyal and profitable customers, by delivering the right product or service, to the right customer, through the right channel, at the right time and at the right cost"(Galbreath, 1999, p. 1). Overall, CMR’s main focus within a company is trying to identify customers to create a customer base as well as to find new buyers that are loyal. A survey was conducted by the Insight Technology Group and they revealed that, “businesses which have applied CRM systems and processes reported revenue increases of up to 42 percent, sales costs decreases of as much as 35 percent, selling cycle reductions of 25 percent, margin improvements of 2 percent and customer satisfaction rating increases of as much as 20 percent”(Galbreath, 1999, p. 1). With these types of results, companies today within the competitive business environment will have a higher chance of surviving when applying this principle like CMR.

Work Cited

Galbreath, Jeremy. Viewpoint: Customer Relationship Managment - Takes a Good Long 360-degree Look! Emerald Group Publishing, Limited, 1999. Web. 24 Nov. 2014.

Grönroos, Christian. "Marketing as Promise Management: Regaining Customer Management for Marketing." Marketing as Promise Management: Regaining Customer Management for Marketing. Emerald Group Publishing, Limited, 2009. Web. 24 Nov. 2014.