CRM is a timely and relevant topic that ties together a number of important concepts of modern marketing management and is an important enabler of great marketing. Positioning CRM as a comprehensive business model provides the impetus for top management to properly support it over the long run and for various internal stakeholder groups to have the opportunity to both use it and impact how it is used. The process cycle for CRM may be divided into the following four elements: knowledge discovery, market planning, customer interaction, and analysis and refinement.