Dòng Nội dung
1
Handbook of CRM : achieving excellence in customer management / Adrian Payne
Oxford ; Burlington, MA : Elsevier Butterworth-Heinemann, 2008
xx, 438 pages. : illustrations ; 24 cm.
Ký hiệu phân loại (DDC): 658.812
Adrian Payne offers a holistic strategic approach to managing customer relationships to increase shareholder value. His focus is on achieving an understanding of the concepts that underlie successful CRM rather than the plethora of systems that can be used to implement it.
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2
Marketing plans for services : a complete guide / Malcolm McDonald
Chichester : John Wiley, 2011
xv, 495 pages. : illustrations. ; 25 cm.
Ký hiệu phân loại (DDC): 658.802
"The marketer is taken step-by-step through the key phases of the marketing planning process and alerted to the barriers that can prevent a service organization being successful in introducing marketing planning. Practical frameworks and techniques are suggested for undertaking the marketing planning process and implementing the principles covered. The authors highlight key misunderstandings about marketing and the
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3
Strategic customer management : integrating relationship marketing and CRM / Adrian Payne; Pennie Frow
Cambridge : Cambridge University Press, 2013
xvi, 529 pages. : illustrations ; 26 cm.
Ký hiệu phân loại (DDC): 658.812
"The strategic management of customer relationships is a critical activity for all enterprises. The means of effectively managing relationships with customers are typically addressed under the headings of relationship marketing and customer relationship management (CRM), to name but two terms used to describe the management of customer relationships"
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