Strategic Customer Management

Integrating Relationship Marketing and CRM

Business & Finance, Marketing & Sales, Sales & Selling
Cover of the book Strategic Customer Management by Adrian Payne, Pennie Frow, Cambridge University Press
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Author: Adrian Payne, Pennie Frow ISBN: 9781107326750
Publisher: Cambridge University Press Publication: March 28, 2013
Imprint: Cambridge University Press Language: English
Author: Adrian Payne, Pennie Frow
ISBN: 9781107326750
Publisher: Cambridge University Press
Publication: March 28, 2013
Imprint: Cambridge University Press
Language: English

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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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.

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