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Strategic Customer Management

By Adrian Payne

Product Image: Strategic Customer Management

Strategic Customer Management

By Adrian Payne

0 - Default Title
Description
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.
Product details
Binding:
Paperback
Edition:
illustrated
Number of Pages:
546
Release Date:
2013-03-28
Publication Date:
2017-03-30
Publisher:
Cambridge University Press
Languages:
Original: English
ISBN10:
1107649226
ISBN13:
9781107649224
GPSR Manufacturer Reference:
[email protected]
Weight:
1043 g
Height:
189 cm
Width:
246 cm
Thickness:
29 cm
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