CUSTOMER RELATIONSHIP MANAGEMENT

Customer Relationship Management gives a well balanced coverage of strategy and organisation marketing aspects analytical CRM operational CRM CRM systems and their implementation It is the only comprehensive academic text to cover the entire scope of CRM from a marketing management angle Geared to MBA students and advanced undergraduate students as well as those taking courses on CRM direct marketing relationship marketing database management or business intelligence the book is also appropriate for graduate students in information management attending courses on CRM and participants in specific CRM database management