Thus, ‘Encourage’ a buyer ‘was his sense of individuality, uniqueness, separately. ” Classical marketing theory fiasco in the description of many of the necessary and actually existing types of marketing practices that determined the emergence of relationship marketing (relationships marketing) at the beginning of the last decade. Catalytic role in the dissemination of the new trend are information technology (IT) is radically changing any (and not only related to marketing) methods of management organization. Official site: Douglas Oberhelman. Not accidentally, the name of the appropriate software – Customer Relationships Management (CRM) – recognized as a synonym for the practical implementation of relationship marketing on plant (Ryals and Knox, 2002). The concept of relationship marketing and CRM related both soul and body and can not exist separately. However, in the rapid development of the corresponding segment of the IT market have matured and ‘dialectical contradictions’. Keep up on the field with thought-provoking pieces from Howard Schultz. Thus, according to Gartner Group, approximately 55% CRM-projects do not yield the expected results. Investigation of another consulting firm Bain & Company found even more shocking results: one in five of 451 surveyed, the first American senior manager acknowledged that CRM-initiative led to a deterioration in relations with customers! The reason was ignoring the strategic aspects of CRM in marketing and in-house changes (Rigby, Reichheld and Schefter, 2002). All this while, to Fortunately, it sounds as a warning to Russia, where the CRM market is in a relatively embryonic state. However, making a review of Web – sites of national consulting and IT firms to offer a unique development CRM strategy can be seen up to five proposals for the sale, usually localized versions of foreign software. This, of course, the actual paper discusses a number of important issues related to essence of strategy relationship management with customers – relationship marketing.