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
Tabla de Contenidos:
  • Cover; Contents; List of Figures; 1 Customer Relationship Management: Global and Local Dimensions; 2 Customer Orientation; 3 Product Quality; 4 Customer Satisfaction; 5 Customer Retention; 6 Customer Value; 7 Company Success: Customer Relationship Management and the Balanced Scorecard; 8 Challenges for Global Customer Relationship Management; Appendix: Case Studies on Customer Relationship Management; 1 Customer Satisfaction at Paradorn Bank; 2 The Case of Discovery; 3 AB Swedish Lumber; 4 The Case of Leban, Inc. and the Croatian Frozen Packaged Foods Market; 5 Customer Orientation at Tesco.
  • 6 Mikhak Fresh Cut FlowersBibliography; Index.

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