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Cambridge University Press Strategic Customer Management: Integrating Relationship Marketing and CRM

Name: Strategic Customer Management: Integrating Relationship Marketing and CRM
Brand: Cambridge University Press
Price: 94.0 GBP
Availability: InStock

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Description

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 developments in digital marketing and the use of social media. Topical examples and case studies from around the world connect theory with global practice, making this an ideal text for both students and practitioners keen to keep abreast of changes in this fast-moving field.

Product Specifications

Brand: Cambridge University Press
Format: hardcover
ASIN: 1107014964
Category: Books > Subjects > Business, Finance & Law > Sales & Marketing > Customer Services
Domain: Amazon UK
Release Date: 28 March 2013
Listed Since: 04 September 2012

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Cambridge University Press Strategic Customer Management: Integrating Relationship Marketing and CRM

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