Strategic customer management: integrating relationship marketing and crm
Auteur :
Payne, Adrian / Frow, Pennie
Éditeur :
Cambridge University Press
ISBN :
9781107014961
Date de publication :
28 mars 2013
Dimensions :
25,2 x 19,3 x 2,8 cm
Poids :
1320 g
Langue :
Anglais
Pays d'origine :
Grande Bretagne
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.