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Strategic Customer Management: Integrating Relationship Marketing and CRM

Name: Strategic Customer Management: Integrating Relationship Marketing and CRM
ISBN: 9781107014961

Adrian Payne, Pennie Frow

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"The strategic management of customer relationships is a critical activity for all enterprises. The means of effectively managing relationships with customers are typically addressed under the headings of relationship marketing and customer relationship management (CRM), to name but two terms used to describe the management of customer relationships"--

种类:

Business & Economics

年:

2013

出版社:

Cambridge University Press

语言:

english

页:

529

ISBN 10:

1107014964