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Customer Relationship Management - A Global Approach (Paperback)
Loot Price: R1,328
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Customer Relationship Management - A Global Approach (Paperback)
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Customer Relationship Management: A Global Approach provides a
uniquely global, holistic, strategic and tactical grounding in
managing customer and other stakeholder experiences and
relationships across the value chain, cultures and countries.
Reflecting the global structures of companies operating today, the
author draws on his research knowledge alongside industry and
teaching experience to connect Customer Relationship Management
(CRM) core concepts, processes and strategies with international
business opportunities and challenges, including globalization and
cross-cultural marketing. Emphasis is placed on the need for
developing cross-cultural skills and cultural intelligence for
identifying and fulfilling cross country CRM opportunities, through
analytical, strategic, operational and social CRM projects. Written
in an accessible style throughout, the eleven chapters provide
ample depth to support a full course related to CRM, spanning: *
CRM foundations * planning and implementation * managing
stakeholder relationships * improving global CRM implementation
Wide-ranging case studies include: Royal Bank of Scotland, the Nike
hijab, Instagram, HubSpot and the pharmaceutical industry in India.
The text will appeal to advanced undergraduate and graduate
students studying CRM, Relationship Marketing and International
Marketing, as well as CRM and marketing practitioners.
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