Customer Relationship Management: A Global Perspective

by Gerhard Raab, G. Jason Goddard, Riad A. Ajami, et al.

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Customer Relationship Management combines marketing and relationship theory with practical advice to enable students and practitioners to understand the philosophy and significance of CRM. The book illustrates how leading companies are using techniques such as customer orientation, retention, global relationship management and performance management through the Balanced Scorecard to develop long-term, sustainable advantage.

Format:Hardcover

Language:English

ISBN:0754671569

ISBN13:9780754671565

Release Date:April 2008

Publisher:Routledge

Length:216 Pages

Weight:1.18 lbs.

Dimensions:0.6" x 6.1" x 9.2"

Related Subjects

Business Business & Investing Economics

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Customer Relationship Management: A Global Perspective

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