The term CRM has been expanded to not only include "customers" but also lateral partners.

Question

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CRM (Customer Relationship Management) is a strategy that manages customer interactions and relationships. However, in recent years, the concept of CRM has expanded beyond just customers to also include other stakeholders such as suppliers, partners, employees, and even competitors. Therefore, CRM can now involve managing lateral relationships as well as vertical ones.

The Term CRM Has Been Expanded to Not Only Include