CIM: CRM is second biggest spending area

The popularity of customer relationship management (CRM) has been highlighted by a new survey by the Chartered Institute of Marketing (CIM).

According to the organisation, the proportion of total marketing spend being put down for CRM is around ten per cent, only falling second to public relations, which scored 10.8 per cent on the scale, Marketing Week reported.

It noted that business management software of this nature outdoes advertising as a whole, which also registered around ten per cent of expenditure, with branding, email and direct mail coming fourth, fifth and sixth respectively.

Steve Clarke, the marketing director for Rachel's Organic, concluded that the CIM Trends Survey concurred with his company's ethos, asserting that marketing communications such as CRM have helped the organisation analyse the correct trends and demands to cater for.

The CIM was established way back on May 16th 1911 at the Inns of Court Hotel in London, first setting up under the Sales Managers' Association moniker.

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