On the Interaction and Integration of Cross Selling and Customer Relationship Management

Abstract

In recent years, as innovative marketing methods, cross selling and customer relationship management (CRM) received a great deal of attention in enterprise circle. During post financial crisis era, more and more enterprises expect to promote management and technology level of CRM and cross selling, fulfill interaction and integration between cross selling and CRM, improve efficiency of cross selling, enhance profit of enterprises, achieve the goal of sustainable enterprises development.On the base of discussing definition, function, development condition and existing problems of CRM and cross selling, this paper proceed with new ideas of improving interaction and integration between cross selling and CRM, issuing the relationship between CRM and cross selling; the necessity of interaction and integration of cross selling and CRM; and the specific strategies of fulfilling interaction and integration between cross selling and CRM.