Relationship Marketing and Customer Relationship Management

Häftad, Engelska, 2011

1 289 kr

Slutsåld

This 2nd edition provides new perspectives on the meaning of marketing. Relationship marketing (RM) and Customer relationship management (CRM) both represent a paradigm shift in traditional marketing thinking. This means moving away from marketing to anonymous masses to developing and managing relationships with identifiable customers and stakeholders.

Produktinformation

Utgivningsdatum2011-12-09
Vikt446 g
FormatHäftad
SpråkEngelska
Upplaga2
FörlagJuta & Company Ltd
ISBN9780702186875

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Projektledning inom Ekonomi och ledarskap

Building blocks of customer: Relationship marketing; the nature of relationship marketing and customer relationship management; building relationships; service Issues in RM and CRM. The markets of CRM: Internal marketing; one-to-one marketing and mass; business-to-business marketing (B2B); stakeholders in relationship marketing. The management of CRM: Planning a CRM strategy; implementing CRM in an organisation; technologies and Metrics in CRM.