Customer Relationship Management and Artificial intelligence

This lecture explores the foundations and strategic importance of Customer Relationship Management (CRM) in modern marketing. It emphasizes four key principles: customer heterogeneity, customer dynamics, competitive reactions, and resource limitations. The STP model (Segmentation, Targeting, Positioning) is introduced as a tool to manage diverse customer needs. The lecture also highlights how CRM systems collect and centralize customer data to enhance retention, sales, and personalization. Finally, it explains how Artificial Intelligence (AI) integrates with CRM to automate tasks, predict customer behavior, and create a complete customer profile.