Customer Relationship Marketing And Organisational Performance In Crop Protection Industry: Case Of Realipm Limited Company In Kenya

Companies now face more challenges as the turbulence in the environment continues. Getting and maintaining loyal customers for higher organizational performance is critical for survival and growth. This study aimed at identifying the effect of the customer relationship marketing on organizational performance in the crop protection industry, with a case study of RealIPM Company. There have been prices adjustments due to competition, promotional material and rebranding and all this efforts are part of the processes that help in building long term relationships with the customers and by nature of…