Customer Relationship Management gives a well-balanced coverage of
strategy and organisation, marketing aspects, analytical CRM,
operational CRM, CRM systems and their implementation. It is the
only comprehensive academic text to cover the entire scope of CRM
from a marketing management angle. Geared to MBA students and
advanced undergraduate students, as well as those taking courses on
CRM, direct marketing, relationship marketing, database management
or business intelligence, the book is also appropriate for graduate
students in information management attending courses on CRM and
participants in specific CRM/database management.
General
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