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
Tabla de Contenidos:
  • Introduction
  • Relationship marketing
  • Customer relationship management: Key processes
  • Strategic customer management implementation.

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