ABSTRACT
Traditional customer relationship management (CRM) is arrived in association with direct marketing, database marketing and relationship marketing. Although CRM was founded on the business to consumer perspective, it has since expanded into business to business (B2B) relationships. Tourism Australia has developed a training programme for travel agents, and this is an example of B2B CRM. The Aussie Specialist Program is the primary platform for Tourism Australia to train and develop front line travel sellers to best sell Australia. The Data & Marketing Association in the UK has developed a code of conduct for its direct marketing members. Technological applications were a strong catalyst for the database marketing concept. Database marketing when it began had a focus on present and past customers; however, it is also applied in finding new, potential customers.
