Abstract
CRM (Customer Relationship Management, or Continuous Relationship Marketing) is one of the marketing methods that focuses on the relationship between a company and its customers. The purpose of CRM is to maximize the revenue or profit per customer through the customers' satisfaction. CRM sometimes doesn't work, because a strategy discords from real operations, or the CRM section is a cost center instead of a profit center. This essay tries to apply the P2M framework to CRM, especially in the Value Management.
