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      Question

      Customer relationship management (CRM) is most closely

      related to the _____ era in the evolution of marketing.
      A production Correct Answer Incorrect Answer
      B customer experience management Correct Answer Incorrect Answer
      C sales Correct Answer Incorrect Answer
      D societal marketing Correct Answer Incorrect Answer

      Solution

      To be effective, CRM must include a customer experience management (CEM) strategy.

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