Customer Relationship Management : Concept, Strategy, and Tools /

By:

Kumar, V

Contributor(s):

Reinartz, Werner

Material type: Text

TextPublication details: Germany c.2018Edition: 3rd editionDescription: 1 online resource (XXV, 411 pages 115 illustrations in color.)ISBN:

9783662553817

Subject(s):

DDC classification:

658.812 KUM

Summary: This book presents an extensive discussion of the strategic and tactical aspects of customer relationship management as we know it today. It helps readers obtain a comprehensive grasp of CRM strategy, concepts and tools and provides all the necessary steps in managing profitable customer relationships. Throughout, the book stresses a clear understanding of economic customer value as the guiding concept for marketing decisions. Exhaustive case studies, mini cases and real-world illustrations under the title "CRM at Work" all ensure that the material is both highly accessible and applicable, and help to address key managerial issues, stimulate thinking, and encourage problem solving. The book is a comprehensive and up-to-date learning companion for advanced undergraduate students, master's degree students, and executives who want a detailed and conceptually sound insight into the field of CRM. The new edition provides an updated perspective on the latest research results and incorporates the impact of the digital transformation on the CRM domain.

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Holdings
Item type	Current library	Collection	Call number	Copy number	Status	Date due	Barcode
E-Books	CBN HQ Library General Stacks	Non-fiction	658.812 KUM (Browse shelf(Opens below))	c. 1	Available

Includes bibliographical reference and index

This book presents an extensive discussion of the strategic and tactical aspects of customer relationship management as we know it today. It helps readers obtain a comprehensive grasp of CRM strategy, concepts and tools and provides all the necessary steps in managing profitable customer relationships. Throughout, the book stresses a clear understanding of economic customer value as the guiding concept for marketing decisions. Exhaustive case studies, mini cases and real-world illustrations under the title "CRM at Work" all ensure that the material is both highly accessible and applicable, and help to address key managerial issues, stimulate thinking, and encourage problem solving. The book is a comprehensive and up-to-date learning companion for advanced undergraduate students, master's degree students, and executives who want a detailed and conceptually sound insight into the field of CRM. The new edition provides an updated perspective on the latest research results and incorporates the impact of the digital transformation on the CRM domain.

nmn, 23/12/2022

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