Customer Relationship Management (CRM) introduces the management
philosophy of CRM. This is the first book to explore the benefits
to the firm of a globally integrated approach to customer
relationship management. The authors contend that the best hope for
achieving a sustainable competitive advantage in a global
marketplace is by means of better understanding which customers are
in the best position to experience long-term, profitable
relationships for the globally-oriented firm. The book offers both
an academic and practical viewpoint of the importance of CRM in a
global framework. It integrates the topics of knowledge management,
total quality management, and relationship marketing with the goal
of explaining the benefits of CRM for internationally active firms.
The authors have included six case studies which allow the reader
to undertake the role of CRM consultant in a 'learning by doing'
approach.The book should be required reading for all business
executives who desire a customer oriented approach to success, and
for all students of business who desire to gain insight into a
relationship management approach which will become ever-more
important in the years ahead.
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