Strategic customer management : integrating relationship marketing and CRM /

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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...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autores principales: Payne, Adrian (Autor), Frow, Pennie (Autor)
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Cambridge : Cambridge University Press, 2013.
Temas:
Customer relations > Management.
BUSINESS & ECONOMICS > Sales & Selling.
BUSINESS & ECONOMICS > Customer Relations.
Customer relations > Management
Acceso en línea:Texto completo

MARC

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245 1 0 |a Strategic customer management :  |b integrating relationship marketing and CRM /  |c Adrian Payne, Pennie Frow. 
260 |a Cambridge :  |b Cambridge University Press,  |c 2013. 
300 |a 1 online resource (xvi, 529 pages) :  |b illustrations 
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588 0 |a Print version record. 
504 |a Includes bibliographical references and index. 
505 0 |a Introduction -- Relationship marketing -- Customer relationship management: Key processes -- Strategic customer management implementation. 
520 |a 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. 
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650 0 |a Customer relations  |x Management. 
650 7 |a BUSINESS & ECONOMICS  |x Sales & Selling.  |2 bisacsh 
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700 1 |a Frow, Pennie,  |e author. 
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