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The central message of this book is that the bottom-line should
become top priority for decisions on marketing, sales and service
investments. This will enable a sustainable business, resulting in
happier customers, happier employees and, last but not least,
happier shareholders. Collaboration between finance and commercial
departments is key to this approach. This concise book offers: A
balanced view on customer relations A unique model for customer
segmentation Practical guidelines to improve collaboration between
financial and commercial departments A seven step roadmap to
realize customer profitability A methodology to align marketing,
sales and service budgets, leading to long-term profitability The
authors combine extensive experience in the areas of commercial and
financial customer relations. Wil Wurtz is a renowned CRM
specialist in The Netherlands. Marcel Wiedenbrugge is an
internationally active expert on credit management, service
management and related software solutions.
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