Strategic Customer Management PDF ePub eBook

Books Info:

Strategic Customer Management free pdf 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.

About Adrian Payne

Dr Adrian Payne is a Professor of Marketing in the Australian School of Business at the University of New South Wales. Dr Pennie Frow is Associate Professor of Marketing and Director of the Master of Marketing Programme at the University of Sydney Business School, Australia.

Details Book

Author : Adrian Payne
Publisher : Cambridge University Press
Data Published : 28 March 2013
ISBN : 1107649226
EAN : 9781107649224
Format Book : PDF, Epub, DOCx, TXT
Number of Pages : 542 pages
Age + : 15 years
Language : English
Rating :

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