EFFECTIVE USAGE OF E-CRM AND SOCIAL MEDIA TOOLS BY AKSHAY KUMAR: MOST PROLIFIC BOLLYWOOD ACTOR OF LAST DECADE

Customer relationship management has been evolved over a period of time and it is necessary for marketers to update themselves on usage of technology while maintaining relationship with the customers. We have studied about customer relationship management of companies with customers for selling their products and services. In this paper, the researcher is trying to understand the customer relationship management of Bollywood actor Akshay Kumar with the usage of latest social media tools. Akshay is most prolific and leading celebrity of India. He has excellent brand value. In researcher opinion, he is excellent marketer as well who knows how to sell himself with effective usage of technology and other social media tools. In this paper the researcher will also discuss various aspects of marketing strategy adopted by actor Akshay Kumar to connect with his viewers.