Abstract
Basic proposal in marketing strategy is that relations with customers orientation correlates positively in customer value and the value of the organization. However, the mechanisms of this relationship has not yet been explored in detail, our paper addresses this issue through investment relations customers alike and increase customers and the value of the organization, the conceptional analysis showed that investment in customer relationship management, lead to value for customers, ease in attracting customers, which enhances the value of the organization.The orientation of the investment relationship with customers lead to benefits needed by customers, leading to greater customer satisfaction, and even the value of both sides (the organization and customers). Moreover, we find that investment in customer relationship management with them and private customers lucrative could lead the organization to pilot and achieve superiority marketing in the market in which it operates compared to other organizations, and this in itself represents a marketing contemporary in intellectual framework catalog contemporary as the real investment is in the customer He leads the organization to achieve a sustainable competitive advantage.
