Total Relationship Marketing: Achieving Proper Customer Relevance - Paperbackby John Heinrichs (Author), Jeen Su Lim (Author) The environmental changes experienced by firms have been drastic and unpredictable. Firms are pursuing ways to be responsive to the changing environment and to engage with their customers. Complicating the situation is the advancement of e commerce and digital technology and its impact on the way that firms do business. Firms are developing a new marketing paradigm driven by the customer relationship