Overview
Customer Relationship Management combines marketing and relationship theory with practical advice to enable students and practitioners to understand the philosophy and significance of CRM. The book illustrates how leading companies are using techniques such as customer orientation, retention, global relationship management and performance management through the Balanced Scorecard to develop long-term, sustainable advantage.
- | Author: Gerhard Raab
- | Publisher: Routledge
- | Publication Date: Apr 28, 2008
- | Number of Pages: 216 pages
- | Binding: Hardback or Cased Book
- | ISBN-10: 0754671569
- | ISBN-13: 9780754671565
