This document discusses the evolution of marketing from motivational research and product marketing to more targeted approaches like relationship marketing and CRM initiatives. It outlines several CRM strategies including cross-selling, up-selling, customer retention, behavior prediction, and personalization. The document also discusses how tools like campaign management, clickstream analysis, and event-based marketing can enhance CRM. Finally, it provides examples of how companies like Eddie Bauer have successfully implemented CRM to improve customer relationships and business performance.