Customer Relationship Management: Creating Competitive Advantage Through Win-Win Relationship Strategies

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9780071188616: Customer Relationship Management: Creating Competitive Advantage Through Win-Win Relationship Strategies

To develop the long-term relationships necessary to survive the intense global competition of the modern era, businesses must strive to meet customers needs as never before. This book is a result of an extensive research project that studied new ideas in marketing, and how these strategies are being applied throughout the US and Europe. The case studies provided demonstrate the ability of effective CRM programmes to refine customer relationships and increase their value.

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Kaj Storbacka, Jarmo R. Lehtinen
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