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Strategic Customer Management

Name: Strategic Customer Management
Brand: Cambridge University Press
SKU: 01260913
Price: 143.69 EUR
Availability: InStock
Author: Adrian Payne
ISBN: 9781107014961

Adrian Payne

Idioma

Inglés

Libro Tapa dura

Código Libristo: 01260913

Editores Cambridge University Press, marzo 2013

Relationship marketing and customer relationship management (CRM) can be jointly utilised to provide... Descripción completa

Código Libristo: 01260913

352 b

143.69 €

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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.