Strategic customer management integrating relationship marketing and CRM /
"The strategic management of customer relationships is a critical activity for all enterprises. The means of effectively managing relationships with customers are typically addressed under the headings of relationship marketing and customer relationship management (CRM), to name but two terms u...
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| Format: | Electronic eBook |
| Language: | English |
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Cambridge :
Cambridge University Press,
2013.
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| Online Access: | Click to View |
Table of Contents:
- pt. I. Introduction
- pt. II. Relationship marketing
- pt. III. Customer relationship management : key processes
- pt. IV. Strategic customer management implementation.