Format:
1 online resource (547 pages)
Edition:
1st ed.
ISBN:
9781107014961
,
9781107333192
Content:
The first textbook to integrate relationship marketing and CRM for a clear roadmap to excellent customer management. Its up-to-date coverage includes technological issues, digital marketing and social media. Current examples and case studies from around the world connect theory with global practice
Note:
Cover -- Title page -- Copyright -- Dedication -- Contents -- Figures -- Acknowledgements -- Part I Introduction -- 1 Strategic customer management -- Part II Relationship marketing -- 2 Relationship marketing: Development and key concepts -- 3 Customer value creation -- 4 Building relationships with multiple stakeholders -- 5 Relationships and technology: Digital marketing and social media -- Part III Customer relationship management: Key processes -- 6 Strategy development -- 7 Enterprise value creation -- 8 Multi-channel integration -- 9 Information and technology management -- 10 Performance assessment -- Part IV Strategic customer management implementation -- 11 Organising for implementation -- Notes -- Index
Additional Edition:
Print version Payne, Adrian Strategic Customer Management New York : Cambridge University Press,c2013 ISBN 9781107014961
Language:
English
Keywords:
Electronic books
URL:
FULL
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