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.