Customer Relationship Management : a Global Perspective.

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Customer Relationship Management combines marketing and relationship theory with practical advice to enable students and practitioners to understand the philosophy and significance of CRM. The book illustrates how leading companies are using techniques such as customer orientation, retention, global...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Raab, Gerhard
Otros Autores: Ajami, Riad A., Gargeya, Vidyaranya B.
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Farnham : Ashgate Pub., 2010.
Temas:
Customer relations > Management.
Customer relations > Management
Acceso en línea:Texto completo
Descripción
Sumario:Customer Relationship Management combines marketing and relationship theory with practical advice to enable students and practitioners to understand the philosophy and significance of CRM. The book illustrates how leading companies are using techniques such as customer orientation, retention, global relationship management and performance management through the Balanced Scorecard to develop long-term, sustainable advantage.
Descripción Física:1 online resource (216 pages)
Bibliografía:Includes bibliographical references and index.
ISBN:9781409405405
1409405400

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