ENGLISH

Successful Customer Relationship Marketing

By Bryan Foss , Merlin Stone

Book information

Publisher
Kogan Page
Year
2001
ISBN
0749435798, 9780749435790, 9780585443782
Open Library ID
OL9412799M
Language
english
Format
PDF
Filesize
2 MB (1624321 bytes)
Pages
545\545
Topic
Business
Library
avaxhome.ws
Time added
2010-05-31 15:29:46

Description

As customers become increasingly sophisticated in their expectations, the diversity and range of products and services on offer gets ever wider. So how can companies ensure that their product or service is their preferred choice and, more importantly, that it continues to be? The key is to develop a close relationship with those customers through knowledge of their preferences.This new book takes and indepth look at what companies all over the world are doing to achieve this and shows what tools and techniques are actually bringing results. It is divided into four parts: Part 1: Customer knowledge: how companies interpret and make use of customer data. Part 2: Strategy and technology: how e-business thinking and new technologies are used for managing customers. Part 3: Implementation: considers how to translate theory and technology into improved (global) customer management. Part 4: Sector studies.

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