Strategic Customer Management

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Strategic Customer Management

By Adrian Payne; Pennie Frow

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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.

Subject: Business & Economics -> Marketing -> Sales

Strategic Customer Management
Integrating Relationship Marketing and CRM
1st edition
Publisher: Cambridge University Press 3/28/13
Imprint: Cambridge University Press
Language: English

ISBN 10: 1107326753
ISBN 13: 9781107326750
Print ISBN: 9781107014961

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