Strategic Customer Management: Integrating Relationship Marketing and CRM

ISBN-10: 1107328411
ISBN-13: 9781107328419
Series: Strategic Customer Management
Category: Business & Economics
Language: English
Published: 2013-03-28
Publisher: Cambridge University Press
Authors: Adrian Payne, Pennie Frow

Description

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.

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Other editions

Strategic Customer Management: Strategizing the Sales Organization
- 2009-03-12
- 338 pages
- Paperback
- Oxford University Press on Demand
Strategic Customer Management: Strategizing the Sales Organization
- 2009-03-12
- 344 pages
- Ebook
- OUP Oxford
Strategic Customer Management: Strategizing the Sales Organization
- 2009-03-12
- 344 pages
- Ebook
- OUP Oxford

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