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RM enhance marketing productivity by A achieving efficiency and effectiveness 1. creating efficiency through customer retention, efficient customer response, and resource sharing between marketing parthers c creating offectiveness as customers are involved in the early stages of the maketing program developrnent lacilating future marketing offorts o through personalization and customization, relationship marketers can better address the needs and preferences of each selected custiomer, makir marketing more effective Lach of the above enhances marketing productivity