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Successful Customer Relationship Marketing : New Thinking, New Strategies, New Tools for Getting Closer to Your Customers

Foss, Bryan; Stone, Merlin

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ISBN 10: 0749435798 / ISBN 13: 9780749435790
Verlag: Kogan Page Ltd, London, 2001
Gebraucht Zustand: Good hardcover
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VG+ hardcover. Small amout of margin notes in ink. 522 pp. Buchnummer des Verkäufers 092551

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Bibliografische Details

Titel: Successful Customer Relationship Marketing :...

Verlag: Kogan Page Ltd, London

Erscheinungsdatum: 2001

Einband: hardcover

Zustand:Good

Über diesen Titel

Inhaltsangabe:

As customers become increasingly sophisticated in their expectations, the diversity and range of products and services on offers 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 volume takes an in-depth 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: Customer Knowledge - how companies interpret and make use of customer data; Strategy and Technology - how e-business thinking and new technologies are used for managing customers; Implementation -considers how to translate theory and technology into improved (global) customer management; and Sector Studies.

Inhaltsangabe:

A handbook on customer relationship marketing. Successful Customer Relationship Marketing explores what companies all over the world are doing and shows what tools and techniques are actually bringing results. It is divided into four parts: Customer Knowledge; Strategy and Technology; Implementation; and Sector Studies.

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