Adrian Payne, Pennie Frow

Gebundenes Buch

Strategic Customer Management

Beschreibung

Relationship 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.

Autor

Dr Adrian Payne is a Professor of Marketing in the Australian School of Business at the University of New South Wales.

Produktdetails

• Verlag: Cambridge University Press
• Seitenzahl: 546
• Erscheinungstermin: 18. Januar 2018
• Englisch
• Abmessung: 260mm x 208mm x 34mm
• Gewicht: 1379g
• ISBN-13: 9781107014961
• ISBN-10: 1107014964
• Artikelnr.: 36956217

Rezensionen

'Adrian Payne and Pennie Frow have written the best guide to understanding customer relationship management strategy. They have provided an excellent framework and illustrate it with a rich set of cases that both students and managers would profit from reading.' Philip Kotler, S. C. Johnson and Son Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University