Strategic Customer Management Payne Adrian Professor University of New South Wales Sydney
Strategic Customer Management Payne Adrian Professor University of New South Wales Sydney Relationship marketing and customer relationship management (CRM) can be jointly utilised to provide a clear…
Specifikacia Strategic Customer Management Payne Adrian Professor University of New South Wales Sydney
Strategic Customer Management Payne Adrian Professor University of New South Wales Sydney
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. 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. 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.
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. Its up-to-date coverage includes the latest developments in digital marketing and the use of social media.