"Customer Relationship Management" is structured around the author's own 'CRMValue Chain' model, and addresses what it sees as the core issues of CRM: Whoshould companies serve? How can they get to know these customers better? And what value should be offered to these customers. This book embraces both the theoretical background and the practical implementation of CRM strategy. It is also cross-functional - comprising elements of marketing, accounting, human resources, information technology and strategic management - to ensure that it provides a comprehensive and fully developed introductory text which is equallyrelevant for students and practitioners of CRM. There is a Tutor Resource pack available to lecturers who adopt this text.This work offers an integrative structure organized around the author's 'CRM Value Chain' model. It is theoretically sound and managerially relevant - a useful text from both student and practitioner's perspectives. It contains standardized chapter contents and features for ease of navigation.
- ISBN: 978-1-85617-522-7
- Editorial: Butterworth-Heinemann
- Encuadernacion: Rústica
- Páginas: 500
- Fecha Publicación: 01/09/2008
- Nº Volúmenes: 1
- Idioma: Inglés