Strategic Customer Management
Integrating Relationship Marketing and CRM
Relationship marketing and customer relationship management (CRM) can be jointly utilised to provide a clear roadmap to excellence in customer management: this is the first textbook to demonstrate how it can be done. Written by two acclaimed experts in the field, it shows how an holistic approach to managing relationships with customers and other key stakeholders leads to increased shareholder value. Taking a practical, step-by-step approach, the authors explain the principles of relationship marketing, apply them to the development of a CRM strategy and discuss key implementation issues. Its up-to-date coverage includes the latest developmen…
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Produktdetails
- ISBN: 978-1-107-33090-0
- EAN: 9781107330900
- Produktnummer: 14826172
- Verlag: Cambridge University Press
- Sprache: Englisch
- Erscheinungsjahr: 2013
- Seitenangabe: 0 S.
- Plattform: PDF
- Masse: 20'531 KB
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