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.
| ISBN: | 9783642201097 |
| Publication date: | 20th October 2012 |
| Author: | V Kumar, Werner J Reinartz |
| Publisher: | Springer an imprint of Springer Berlin Heidelberg |
| Format: | Hardback |
| Pagination: | 378 pages |
| Series: | Springer Texts in Business and Economics |
| Genres: |
Management and management techniques Sales and marketing |
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.
Customer Relationship Management features in the following genres: Management and management techniques, Sales and marketing
Hardback. Not Available.
Customer Relationship Management was written by V Kumar, Werner J Reinartz and published by Springer an imprint of Springer Berlin Heidelberg
Customer Relationship Management has 378 pages
Yes it is part of Springer Texts in Business and Economics series