Master's Thesis from the year 2012 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0, Berlin School of Economics and Law, course: International Marketing Management M.A., language: English, abstract: This thesis aims at critically analyzing Foursquare from a customer relationshipmanagement (CRM) perspective. After elaborating on CRM and carefullyscrutinizing the mobile application and its functions, the author aims at investigatinghow Foursquare can be used as a CRM tool throughout the customer relationshiplife-cycle. Since large companies managing renowned brands usuallyhave more sophisticated tools to enforce their CRM strategy, this thesis is lessconcerned with those large enterprises, but rather focuses on small, local businessesthat decide to enter the realm of customer relationship management.