期刊名称：International Journal of Management and Business Studies
印刷版ISSN：2231-2463
电子版ISSN：2230-9519
出版年度：2011
卷号：1
期号：2
出版社：Cosmic Journals
摘要：Globally Micro Small Medium Enterprises (MSMEs) are considered as the accelerator of economic growth & development for any nation. But with increasingly overlapping businesses, scarcity of recourses and technological advancements these enterprises are facing cut throat competition and finding it difficult to establish themselves as credible supplier of quality product and services at national as well as international scenario. In India MSMEs produce more than 8000 products with 40% share in overall industrial output. Though SME's have improved a lot in technological front but still there is a strategic gap when it comes to growing profitable customers over the years. This gap can be fulfilled by Customer relationship management (CRM) by providing suitable platform to successfully identify, acquire and retain their clients. This article talks about the importance of CRM as a major tool to obtain definitive customer strategy in small scale industries. The paper presents a cause and effect study of the CRM failures and success stories and also provides several ways in which MSMEs can put CRM into action.
关键词：Micro Small Medium Enterprises (MSMEs); Customer;relationship management (CRM); customer strategy in small;scale industries
