000			01970cam a22003015i 4500
008			180416t2018 gw ad go 001 0 eng
020			_a9783662553817
040			_aDLC _cDLC
082	0	4	_a658.812 KUM
100	1		_aKumar, V.
245	1	0	_aCustomer Relationship Management : _bConcept, Strategy, and Tools /
250			_a3rd edition
260			_aGermany _SSpringer Nature _cc.2018
300			_a1 online resource (XXV, 411 pages 115 illustrations in color.)
504			_aIncludes bibliographical reference and index
520			_aThis 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.
590			_anmn, 23/12/2022
591			_aLoans
650		0	_aBig data.
650		0	_aCustomer relations-Management.
650		0	_aLeadership.
650	1	4	_aCustomer Relationship Management.
650	2	4	_aBig Data/Analytics.
650	2	4	_aBusiness Strategy/Leadership.
700	1		_aReinartz, Werner.
942			_2ddc _cEBOOK
949			_a658.812 KUM
999			_c18201 _d18201