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CRM Surges as Brands Demand Measurable Results

Advertising Age, August 25, 2008 — The days of putting millions of dollars against something without being able to track its effectiveness are soon to be over. Enter CRM. As the U.S. economy worsens and consumers rein in discretionary spending, brands are ramping up their customer-relationship-management efforts, aiming to grab some of that money by building one-to-one relationships with consumers.