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Almost every company has been scrutinizing their relationships with partners more closely and figuring out how best to reach and nurture them. With so much
still rage about PRM's relation to CRM or SCM (i.e., whether the first is only a cousin or a child of the latter's) and about its stand-alone viability, it is certain that there has been a need and demand for PRM, albeit the area has been a moving target ever since its relatively recent advent. While even during the dot-com euphoria many were dreaming about disintermediation?that is reaching their customers directly (often hoping at the expense of their partners)?the more realistic ones have always known
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