RésuméCustomer 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.
ISBN/GTIN978-0-273-77495-2
Type de produitLivre
Type de reliureCartonné
Pays de publicationRoyaume-Uni
Année de parution2013
Date de parution17.09.2013
Edition2. A.
Pages440 pages
LangueAnglais
DimensionsLargeur 191 mm, Hauteur 249 mm, Épaisseur 23 mm
Poids828 g
BZ n°13386715