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Strategic Customer Management: Integrating Relationship Marketing and CRM

Payne, Adrian, Frow, Pennie

3 ratings by GoodReads
ISBN 10: 1107649226 / ISBN 13: 9781107649224
Published by Cambridge University Press
New Condition New Soft cover
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2013. Paperback. The first textbook to integrate relationship marketing and CRM. Case studies from around the world connect theory with global practice. Num Pages: 542 pages, 158 b/w illus. 4 tables. BIC Classification: KJS. Category: (U) Tertiary Education (US: College). Dimension: 246 x 189 x 25. Weight in Grams: 1168. Integrating Relationship Marketing and CRM. 542 pages, 158 b/w illus. 4 tables. The first textbook to integrate relationship marketing and CRM. Case studies from around the world connect theory with global practice. Cateogry: (U) Tertiary Education (US: College). BIC Classification: KJS. Dimension: 246 x 189 x 25. Weight: 1166. . . . . . Books ship from the US and Ireland. Bookseller Inventory # V9781107649224

About this title:

Synopsis:

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.

Book Description: The first textbook to integrate relationship marketing and CRM for a clear roadmap to excellent customer management. Its up-to-date coverage includes technological issues, digital marketing and social media. Current examples and case studies from around the world connect theory with global practice.

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Bibliographic Details

Title: Strategic Customer Management: Integrating ...

Publisher: Cambridge University Press

Binding: Soft cover

Book Condition: New

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