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Book Summary
Customer Relationship Marketing (CRM) remains the biggest marketing revolution
yet, swept to the forefront of management thinking by the power of technology.
Although founded on apparently simple principles involving keeping in touch
with, and responding to, customers, many companies still shy away from the task
of building a relationship with thousands, or even millions, of people.
Drawing on worldwide research into CRM, and endorsed by the Chartered Institute
of Marketing, Up Close and Personal? brings together the work of four leading
experts in the field: Gamble, Stone, Woodcock and Foss.
Contents:
Customer relationship marketing : one more time? • Relationships with
customers • Buy-in, policies and plans • Measuring
- ISBN-13
- 9780749449117
- Language
- English
- Binding
- Paper Back
- Publisher
- Kogan Page
- Publishing Date
- 2007
- Product Edition
- 1
Up Close & Personal - Customer Relationship Marketing Work
Frequently bought together
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Product Specifications
Book Summary
Customer Relationship Marketing (CRM) remains the biggest marketing revolution
yet, swept to the forefront of management thinking by the power of technology.
Although founded on apparently simple principles involving keeping in touch
with, and responding to, customers, many companies still shy away from the task
of building a relationship with thousands, or even millions, of people.
Drawing on worldwide research into CRM, and endorsed by the Chartered Institute
of Marketing, Up Close and Personal? brings together the work of four leading
experts in the field: Gamble, Stone, Woodcock and Foss.
Contents:
Customer relationship marketing : one more time? • Relationships with
customers • Buy-in, policies and plans • Measuring
Book Specifications
- ISBN-13
- 9780749449117
- Language
- English
- Binding
- Paper Back
- Publisher
- Kogan Page
- Publishing Date
- 2007
- Product Edition
- 1