Connecting Customer Relationship Management with Entrepreneurial Marketing

Entrepreneurship has emerged as a major driving force in shaping contemporary society, largely because of its capacity to identify, create, and capitalise on opportunities that meet evolving customer needs and expectations. In this context, Customer Relationship Management (CRM) has gained prominence not only as a strategic business philosophy but also as a powerful technological tool that supports sustainable growth. Its relevance in entrepreneurial settings has become increasingly evident, as CRM systems enable businesses to strengthen customer connections, enhance market understanding, and improve overall performance. Organisations that adopt CRM practices frequently report substantial returns on investment and improved long-term competitiveness. Recognising the importance of this subject, the present study undertakes a semi-systematic review to explore the relationship between CRM and entrepreneurial marketing. This method allows for a structured and comprehensive examination of how CRM contributes to the development of entrepreneurial marketing strategies, particularly through its alignment with relationship-focused and customer-centric business approaches. After conducting extensive research on this topic, the study presents a structured understanding of the prevailing trends, conceptual developments, and practical implications that demonstrate the expanding role of CRM in contemporary business environments. The analysis reveals that CRM has evolved into a fundamental driver of technological and social transformation within the entrepreneurial ecosystem. It underscores how data-driven decision-making and deeper customer insights have become essential components for shaping effective entrepreneurial marketing strategies in today’s competitive and rapidly changing markets.