Strategic Customer Management :Integrating Relationship Marketing and CRM [e-book] / Adrian PAYNE, Auteur ; Pennie FROW, Auteur . - Cambridge : CAMBRIDGE UNIVERSITY PRESS, 2013 . - 547 p.
ISBN : 978-1-107-33319-2
Langues : Anglais (eng)

Mots-clés :	Management COMMUNICATION INTERNE ; GESTION DE LA RELATION CLIENT
Résumé :	Relationship marketing and customer relationship management (CRM) can be jointly utilised to provide a clear roadmap to excellence in customer management: this is the first textbook to demonstrate how it can be done. Written by two acclaimed experts in the field, it shows how an holistic approach to managing relationships with customers and other key stakeholders leads to increased shareholder value.
Nombre d'accès :	2
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