Volume : III, Issue : VIII, August - 2013

C R M to C M R – A PARADIGM SHIFT A Case of Yarn Marketing in Tirupur, Tamilnadu

Dr. Sangeetha Natarajan

Abstract :

The Indian textile industry is one of the largest and oldest sectors in the country and its presence in the international market is significant in the areas of faics and yarn. Tirupur, a textile town in Coimbatore District of Tamilnadu has become an active cluster of knitwear industry .Yarn – the robust raw material of Knitwear occupies a pivotal place in Tirupur business in the form of marketing and trading. This business needs a strong customer base, and to aid that CRM (Customer Relationship Marketing) is practised as a mantra among Tirupur yarn traders/marketers. Though conceptually sound, most of the CRM implementations are failure stories. For things to happen and results to be proven a case was built: to discover what’s wrong with the existing CRM, design a suitable system and deploy a new tool – CMR (Customer Managed Relationship).  

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Article: Download PDF   DOI : 10.36106/ijar  

Cite This Article:

Dr. Sangeetha Natarajan C R M to C M R – A PARADIGM SHIFT A Case of Yarn Marketing in Tirupur, Tamilnadu Indian Journal of Applied Research, Vol.III, Issue.VIII August 2013

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