Type de document : | Ouvrage |
Titre : | Strategic Customer Management: integrating Relationship Marketing and CRM |
Auteurs : | PAYNE Adrian ; FROW Pennie |
Editeur : | Cambridge : CAMBRIDGE UNIVERSITY PRESS, 2013 |
Langues | Anglais |
Format : | 529 |
ISBN/ISSN/EAN : | 978-1-107-64922-4 |
Mots-clés : |
Nom Commun CONSOMMATEUR ; CRM ; MARKETING ; RELATION CLIENT ; SCMNom Propre SEARS ; TESCO |
Résumé : | Strategic Customer Management takes a thorough, relational approach to the customer. By integrating relationship marketing with CRM and adding a service perspective on business, it goes far beyond conventional marketing books. It provides a comprehensive approach to how a firm can understand and manage customers in the contemporary competitive environment, where traditional marketing models are increasingly less effective. |
Exemplaires (1)
Cote | Support | Localisation | Section | Disponibilité |
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1.0 - 7638 | Ouvrage | Bibliothèque IFM | 1.0 Marketing | Disponible |