دوشنبه 19 شهریور 1397
نویسنده: James Wheeler
Customer Relationship Management: Concept, Strategy, and Tools V. Kumar, Werner Reinartz
Publisher: Springer Berlin Heidelberg
Kumar • Werner ReinartzCustomer Relationship Management Concept, Strategy, and Tools V. � CRM from a business strategy perspective. It helps readers obtain a comprehensive grasp of CRM strategy, concepts and tools and provides all the necessary steps in managing profitable customer relationships. Topics discussed: ▫ From the marketing to the customer concept. Kumar Georgia State University J. � Customer value management approach. This book presents an extensive discussion of the strategic and tactical aspects of customer relationship management as we know it today. This assumption includes the view that, in the market, CRM is now seen as a technological tool/issue, while it should be considered as a strategic and even a philosophical matter that stretches far beyond the IT arena. Unformatted text preview: Springer Texts in Business and Economics For further volumes: http://www.springer.com/series/10099 . Reinartz – Customer Relationship Management. � Relevance of strategic CRM.