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Customer relationship management : concept, strategy, and tools / V. Kumar, Werner J. Reinartz.

By: Contributor(s): Material type: TextTextPublication details: Hoboken, N.J. : Wiley, c2012.Edition: 2nd edDescription: xxxiii, 378 p. : ill. ; 26 cmISBN:
  • 978-3642201301
Subject(s): LOC classification:
  • HF5415.5 .K86 2006
Summary: Customer relationship management (CRM) as a strategy and as a technology has gone through an amazing evolutionary journey. The initial technological approach was followed by many disappointing initiatives only to see the maturing of the underlying concepts and applications in recent years. Today, CRM represents a strategy, a set of tactics, and a technology that have become indispensible in the modern economy.This book presents an extensive treatment of the strategic and tactical aspects of customer relationship management as we know it today. It stresses developing an understanding of economic customer value as the guiding concept for marketing decisions. The goal of the book is to serve as a comprehensive and up-to-date learning companion for advanced undergraduate students, master's degree students, and executives who want a detailed and conceptually sound insight into the field of CRM.
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Holdings
Item type Current library Call number Status Date due Barcode
REGULAR University of Wollongong in Dubai Main Collection 658.8120285574 KU CU (Browse shelf(Opens below)) Available T0047189
Browsing University of Wollongong in Dubai shelves, Shelving location: Main Collection Close shelf browser (Hides shelf browser)
658.812014 BA PE Perfect phrases for customer service : 658.812014 EV PO Powerful phrases for effective customer service : 658.8120285574 KU CU Customer relationship management : 658.8120285574 KU CU Customer relationship management : 658.812080973 TH TR Transcultural marketing : 658.812089 PI ET Ethnic marketing : 658.8120954 KR ON 1-800-worlds :

Includes bibliographical references and index.

HDR974

Customer relationship management (CRM) as a strategy and as a technology has gone through an amazing evolutionary journey. The initial technological approach was followed by many disappointing initiatives only to see the maturing of the underlying concepts and applications in recent years. Today, CRM represents a strategy, a set of tactics, and a technology that have become indispensible in the modern economy.This book presents an extensive treatment of the strategic and tactical aspects of customer relationship management as we know it today. It stresses developing an understanding of economic customer value as the guiding concept for marketing decisions. The goal of the book is to serve as a comprehensive and up-to-date learning companion for advanced undergraduate students, master's degree students, and executives who want a detailed and conceptually sound insight into the field of CRM.

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