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Customer Relationship Management
Mike Donoghue
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Partnership Relationship Management

Partnership Relationship Management (PRM) involves managing the relationships between an enterprise and its distributors or resellers who are in turn selling and servicing the end users. Unlike CRM, in which the enterprise deals directly with its end users, PRM involves having one or more parties between the manufacturer or service provider (vendor, if you will) and the end users. This can be described as management of one-to-many-to-many relationships.

The introduction of the Internet into the sales channel mix has led to the potential for channel conflict, disintermediaiton and other such problems. To survive in this new and complicated marketplace will require companies to rethink their channel strategies and implement a PRM application.

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