Customer relationship management : concept, strategy, and tools / V. Kumar and Werner Reinartz.
Material type: TextPublisher: Berlin, Heidelberg : Springer Berlin Heidelberg : Imprint : Springer, 2018Description: pages cmContent type:- text
- computer
- online resource
- 9783662553800 (hardcover : alk. paper)
Item type | Current library | Call number | Status | Date due | Barcode | |
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E-Resources | Main Library E-Resources | 658.8 K96 (Browse shelf(Opens below)) | Available | E000290 |
Browsing Main Library shelves, Shelving location: E-Resources Close shelf browser (Hides shelf browser)
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658.8 G841 Marketing / | 658.8 G884 Growth and competitive strategy in 3 circles / | 658.8 H982 Business marketing management B2B / | 658.8 K96 Customer relationship management : concept, strategy, and tools / | 658.8 M345 Marketing : an introduction. | 658.8 M367 Marketing management | 658.8 P957 Principles of marketing |
Customer relationship management (CRM) as a strategy and as a technology has gone through an amazing evolutionary journey. The initial technological approach was followed by many disappointing initiatives only to see the maturing of the underlying concepts and applications in recent years. Today, CRM represents a strategy, a set of tactics, and a technology that have become indispensible in the modern economy. This book presents an extensive treatment of the strategic and tactical aspects of customer relationship management as we know it today. It stresses developing an understanding of economic customer value as the guiding concept for marketing decisions. The goal of the book is to serve as 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.
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