ABSTRACT
Developing ideal customer relations involves taking considerable care to know, understand, and assist every customer personally. This is of particular importance in an age of computerization using computer codes and numbers that depersonalize. If it supplies the trade, a business enterprise should take as much interest in its customer's business as its own, because it is in partnership with its customers. In order to manage the people spheres most effectively, a broad range of human relations services would require input and attention by a Human Relations Manager, and a whole range of customer services would require planning and monitoring by a Customer Relations Manager. The chapter also presents a list of key marketing elements fundamental to running a business enterprise. Its purpose is to show the difference in attitudes and approach to running a business, depending on whether a company is oriented to customer needs or to its own fixed merchandise buying policy.
