Imperatives of Effective Management of Customers’ Relationship Marketing for Efficient Operations in Industrial Marketing Organizations in Delta State, Nigeria

Abstract

This study investigates the imperatives of effective management of customers’
relationship marketing for efficient operations in industrial marketing
organizations. Structured questionnaire was employed in the course of gathering
relevant data for the study and administered on ninety senior employees of six
industrial marketing organizations in Delta State. Data analysis was made using
simple percentage and table. The results show that there is positive relationship
between effective management of customers relationship marketing and efficient
operations in industrial marketing organizations. The study therefore concludes
that effective management of customers’ relationship marketing creates
opportunities for industrial marketing organizations to gain competitive
advantage, improvement in profitability and cost reductions. The study however,
recommendes provision of fast mechanism for managing and scheduling followups sales calls among other strategies for improved customers’ relationship
marketing in industrial marketing organizations.