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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Bibliographic Details
Call Number:Libro Electrónico
Main Author: Raab, Gerhard
Other Authors: Ajami, Riad A., Gargeya, Vidyaranya B.
Format: Electronic eBook
Language:Inglés
Published: Farnham : Ashgate Pub., 2010.
Subjects:
Customer relations > Management.
Customer relations > Management
Online Access:Texto completo
Description
Summary: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.
Physical Description:1 online resource (216 pages)
Bibliography:Includes bibliographical references and index.
ISBN:9781409405405
1409405400

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