| 000 | 02262nam a22003498i 4500 | ||
|---|---|---|---|
| 001 | CR9781139057417 | ||
| 003 | UkCbUP | ||
| 005 | 20201015164223.0 | ||
| 006 | m|||||o||d|||||||| | ||
| 007 | cr|||||||||||| | ||
| 008 | 141103s2013||||enk o ||1 0|eng|d | ||
| 020 | _a9781139057417 (ebook) | ||
| 020 | _z9781107014961 (hardback) | ||
| 020 | _z9781107649224 (paperback) | ||
| 040 |
_aUkCbUP _beng _erda _cUkCbUP |
||
| 050 | 0 | 0 |
_aHF5415.5 _b.P395 2013 |
| 082 | 0 | 0 |
_a658.8/12 _223 |
| 100 | 1 |
_aPayne, Adrian, _eauthor. |
|
| 245 | 1 | 0 |
_aStrategic customer management : _bintegrating relationship marketing and CRM / _cAdrian Payne, Pennie Frow. |
| 264 | 1 |
_aCambridge : _bCambridge University Press, _c2013. |
|
| 300 |
_a1 online resource (xvi, 529 pages) : _bdigital, PDF file(s). |
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| 336 |
_atext _btxt _2rdacontent |
||
| 337 |
_acomputer _bc _2rdamedia |
||
| 338 |
_aonline resource _bcr _2rdacarrier |
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| 500 | _aTitle from publisher's bibliographic system (viewed on 05 Oct 2015). | ||
| 505 | 0 | _aIntroduction -- Relationship marketing -- Customer relationship management: Key processes -- Strategic customer management implementation. | |
| 520 | _aRelationship 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. Taking a practical, step-by-step approach, the authors explain the principles of relationship marketing, apply them to the development of a CRM strategy and discuss key implementation issues. Its up-to-date coverage includes the latest developments in digital marketing and the use of social media. Topical examples and case studies from around the world connect theory with global practice, making this an ideal text for both students and practitioners keen to keep abreast of changes in this fast-moving field. | ||
| 650 | 0 |
_aCustomer relations _xManagement. |
|
| 700 | 1 |
_aFrow, Pennie, _eauthor. |
|
| 776 | 0 | 8 |
_iPrint version: _z9781107014961 |
| 856 | 4 | 0 | _uhttps://doi.org/10.1017/CBO9781139057417 |
| 999 |
_c121117 _d121117 |
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