Moreover, as Stokes (2013) defined, CRM is a long-term process of a business’s building a strong relationship with a customer to get his/her loyalty as a lifetime value (p. To explain this term in a short way, CRM means “putting your customer at the heart of your business” (“CRM Best Practices – Customer Relationship Management,” n.d.). It is a real success story, at the heart of which lies real customer value and the brand’s great management of customer relationships.īefore examining Nike’s customer relationships management, let’s define the term: customer relationships management (CRM). Before anything else, it is a great example of true content marketing strategy. Looking at the great number of Nike’s fans, it is obvious that there is something deeper than just successful applying of the classical marketing strategies.
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