Harsh Ravani, Dhruval Bhalani, and Jignesh Vidani. “Optimizing Customer Relationships: A Case Study of CRM Practices at Puma Outlet in Ahmedabad City of Gujarat”. International Journal of Integrated Science and Technology, vol. 2, no. 4, Apr. 2024, pp. 319-43, doi:10.59890/ijist.v2i4.1738.