Strategic customer management: integrating relationship marketing and CRM
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...
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| Main Authors: | , |
|---|---|
| Format: | Electronic eBook |
| Language: | English |
| Published: |
Cambridge
Cambridge University Press
2013
|
| Subjects: | |
| Online Access: | DE-12 DE-12 DE-473 DE-945 Volltext |
| Summary: | 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 |
| Item Description: | Title from publisher's bibliographic system (viewed on 05 Oct 2015) |
| Physical Description: | 1 Online-Ressource (xvi, 529 Seiten) |
| ISBN: | 9781139057417 9781107333192 |
| DOI: | 10.1017/CBO9781139057417 |
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| isbn | 9781139057417 9781107333192 |
| language | English |
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| spelling | Payne, Adrian Verfasser (DE-588)170783405 aut Strategic customer management integrating relationship marketing and CRM Adrian Payne, Pennie Frow Cambridge Cambridge University Press 2013 1 Online-Ressource (xvi, 529 Seiten) txt rdacontent c rdamedia cr rdacarrier Title from publisher's bibliographic system (viewed on 05 Oct 2015) Introduction -- Relationship marketing -- Customer relationship management: Key processes -- Strategic customer management implementation 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 Customer relations / Management Beziehungsmarketing (DE-588)4789127-0 gnd rswk-swf Strategisches Management (DE-588)4124261-0 gnd rswk-swf Kundenmanagement (DE-588)4236865-0 gnd rswk-swf Strategisches Management (DE-588)4124261-0 s Beziehungsmarketing (DE-588)4789127-0 s Kundenmanagement (DE-588)4236865-0 s DE-604 Frow, Pennie Verfasser (DE-588)1071735365 aut Erscheint auch als Druck-Ausgabe, Hardcover 978-1-107-01496-1 Erscheint auch als Druck-Ausgabe, Paperback 978-1-107-64922-4 https://doi.org/10.1017/CBO9781139057417 Verlag URL des Erstveröffentlichers Volltext |
| spellingShingle | Payne, Adrian Frow, Pennie Strategic customer management integrating relationship marketing and CRM Introduction -- Relationship marketing -- Customer relationship management: Key processes -- Strategic customer management implementation Customer relations / Management Beziehungsmarketing (DE-588)4789127-0 gnd Strategisches Management (DE-588)4124261-0 gnd Kundenmanagement (DE-588)4236865-0 gnd |
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| title | Strategic customer management integrating relationship marketing and CRM |
| title_auth | Strategic customer management integrating relationship marketing and CRM |
| title_exact_search | Strategic customer management integrating relationship marketing and CRM |
| title_full | Strategic customer management integrating relationship marketing and CRM Adrian Payne, Pennie Frow |
| title_fullStr | Strategic customer management integrating relationship marketing and CRM Adrian Payne, Pennie Frow |
| title_full_unstemmed | Strategic customer management integrating relationship marketing and CRM Adrian Payne, Pennie Frow |
| title_short | Strategic customer management |
| title_sort | strategic customer management integrating relationship marketing and crm |
| title_sub | integrating relationship marketing and CRM |
| topic | Customer relations / Management Beziehungsmarketing (DE-588)4789127-0 gnd Strategisches Management (DE-588)4124261-0 gnd Kundenmanagement (DE-588)4236865-0 gnd |
| topic_facet | Customer relations / Management Beziehungsmarketing Strategisches Management Kundenmanagement |
| url | https://doi.org/10.1017/CBO9781139057417 |
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