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Customer relationship management / Ed Peelen, Rob Beltman
Boston : Pearson, 2013
xix, 413 pages. : ill ; 24 cm.
Ký hiệu phân loại (DDC): 658.812
This text gives a well-balanced coverage of strategy and organisation, marketing aspects, analytical CRM, operational CRM, CRM systems and their implementation. It is the only comprehensive academic text to cover the entire scope of CRM from a marketing management angle. It contains case studies and questions at the end of each chapter to test understanding. It has coverage of the strategic, organisational, commercial and technological aspects of CRM. It also contains discussion of buyer-seller relations from a social psychology perspective.
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