eBook - PDF

Strategic Customer Management

Name: Strategic Customer Management
ISBN: 9781107330900

Integrating Relationship Marketing and CRM

Adrian Payne,

Pennie Frow,

English
PDF
Available on iOS & Android

eBook - PDF

Strategic Customer Management

Integrating Relationship Marketing and CRM

Adrian Payne,

Pennie Frow,

About this book

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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Yes, you can access Strategic Customer Management by Adrian Payne,Pennie Frow in PDF and/or ePUB format, as well as other popular books in Business & Marketing. We have over one million books available in our catalogue for you to explore.