Strategic Customer Management: Integrating Relationship Marketing and CRM - Couverture rigide

Payne, Adrian; Frow, Pennie

Couverture rigide

ISBN 10 : 1107014964 ISBN 13 : 9781107014961

Editeur : Cambridge University Press, 2013

Synopsis

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. 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. 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. Its up-to-date coverage includes the latest developments in digital marketing and the use of social media. 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.

A propos du livre

À propos des auteurs

Dr Adrian Payne is a Professor of Marketing in the Australian School of Business at the University of New South Wales.

Dr Pennie Frow is Associate Professor of Marketing and Director of the Master of Marketing Programme at the University of Sydney Business School, Australia.

Détails de l'édition

• Éditeur: Cambridge University Press
• Date d'édition: 2013
• Langue: anglais
• ISBN 10: 1107014964
• ISBN 13: 9781107014961
• Reliure: Relié
• Nombre de pages: 542
• Coordonnées du fabricant: non disponible
• Personne responsable: Avery; https://www.avery.fr/; ; chemin des peupliers 27; Dardilly; France