Customer Relationship Management: Concept, Strategy, and Tools (Springer Texts in Business and Economics)
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Customer Relationship Management: Concept, Strategy, and Tools (Springer Texts in Business and Economics)
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Amazon Business : For business-only pricing, quantity discounts and FREE Shipping. Register a free business account Series: Springer Texts in Business and Economics Hardcover: 379 pages Publisher: Springer; 2nd ed. 2012 edition (October 21, 2012) Language: English ISBN-10: 3642201091 ISBN-13: 978-3642201097 Product Dimensions: 7 x 0.9 x 10 inches
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Book Description
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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