To meet the challenges of modern marketing strategies, Maxi, the annual sales event, organized by Xavier’s Labour Relations and institutes (XLRI) is a line from next year.

The move is planned for the Silver Jubilee celebration of mass. “Our goal is to induct more people and sale of studying the problems of research focusing on the introduction of new products,” said Mehernosh Malia, a leading member of the Association marketing XLRI .

“It is a difficult task, because we can not gauge customer response. But it will certainly contribute, with a large number of participants in research studies and Corporate innumerable problems,’’said Malia.

Maxi fair, a marketing tool, is an event sponsored Corporate market research combined technical skills and creativity through a series of cases virtual games. “We want the big fair of a co-inciding with the silver jubilee in the year ahead. After the event takes place online, it is not only an increase in the number of participants, but also help the marketing, the concept behind India, exhibitions relating to Corporate, “said Anubhati A member of the office of director of external relations XLRI Cell.

She said, is the first maxi students, the body has a strongcorporate. He taught several houses onmarket industrial-related problems. “With the change in marketing, new strategies to meet the challenges. Equitable online is a step in that direction,” she said. In addition, students at XLRI practical experience in consumer behaviour and advertising, said Ramendra Singh, director of marketing club.

Businesses worldwide are making a shift in their philosophy from a ‘buyer beware market’ where the onus of being responsible for a business deal only rests on the buyer to a ’seller beware market’, that makes a seller liable for a bad deal.

Clearly it appears that the customer will have the last laugh. In India too, customers are increasingly becoming aware of their rights and the concept of customer-centric business practices appear to be in the offing in the days to come. Here customer relationship management or CRM plays a significant role as a marketing tool.

CRM is offered as a segment of the marketing programmes of leading business schools all over the world. Institutions like Harvard Business School and Kellog School of Management offer electives in CRM. Back home, the Indian Institutes of Management (IIMs) offer CRM as a specialised programme or a special module in their marketing programmes. The Faculty of Management Studies (FMS), Delhi, offers it. Harsh V Verma of FMS, DU, said CRM was offered as part of the course structure of their MBA programme.

According to the managing director of FutureScape Netcom Pvt Ltd, an organisation that develops, provides and implements CRM services and technology solutions, Namrata Rana, “CRM is an enterprise-wide, customer-centric business philosophy. Businesses around the world realised long ago that only by putting the customer in the centre would they be able to generate more profit.”

The director of the Wellingkar Institute of Management, Uday Salunkhe says, “CRM is a business strategy to acquire and retain customers. Companies have been ‘doing CRM’ for the past several decades, using basic customer retention techniques.” He remarks, “Unfortunately, in the race to sell CRM software, many of these concepts have been twisted and stretched to mean something very different from the original intent.”
Salunkhe pointed out that the seeds of modern-day CRM were sown in the 1960s. He elaborates, “More than technology CRM is about people, it is about building a relationship, a commitment and loyalty.”

Rana remarks, “The market for CRM is set to boom in the coming years by almost 48.3 per cent from the present. It is estimated that the insurance sector will make high investments in CRM solutions from 2002 while the other sectors that will drive the CRM industry will be automobile, pharmaceutical, utility, outsource call centres, high-tech manufacturing and retailing.”