Screen LibraryCustomer relationship management /
This text gives a well-balanced coverage of strategy and organisation, marketing aspects, analytical CRM, operational CRM, CRM systems and their implementation. It is the only comprehensive academic text to cover the entire scope of CRM from a marketing management angle. It contains case studies and...
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| Main Authors: | |
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| Group Author: | |
| Published: |
Pearson,
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| Publisher Address: | Boston : |
| Publication Dates: | 2013. |
| Literature type: | Book |
| Language: |
English Dutch |
| Edition: | Second edition. |
| Subjects: | |
| Summary: |
This text gives a well-balanced coverage of strategy and organisation, marketing aspects, analytical CRM, operational CRM, CRM systems and their implementation. It is the only comprehensive academic text to cover the entire scope of CRM from a marketing management angle. It contains case studies and questions at the end of each chapter to test understanding. It has coverage of the strategic, organisational, commercial and technological aspects of CRM. It also contains discussion of buyer-seller relations from a social psychology perspective. |
| Carrier Form: | xix, 413 pages ; 25 cm |
| Bibliography: | Includes bibliographical references and index. |
| ISBN: |
9780273774952 : 0273774956 |
| Index Number: | HF5415 |
| CLC: | F713.5 |
| Call Number: | F713.5/P374/2nd ed. |