Gerhard Raab, Riad A. Ajami, G. Jason Goddard

Customer Relationship Management (eBook, ePUB)

A Global Perspective

• Format: ePub

Produktbeschreibung

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.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 216
• Erscheinungstermin: 13. Mai 2016
• Englisch
• ISBN-13: 9781317155430
• Artikelnr.: 45096569

Autorenporträt

Professor Gerhard H. Raab is based at the Transatlantic Institute, University of Applied Sciences, Ludwigshafen, Germany. Professor Riad A. Ajami is based at the Raj Soin College of Business at Wright State University in Dayton, Ohio, USA and Professor Vidyaranya B. Gargeya is based at the Bryan School of Business and Economics, University of North Carolina at Greensboro, USA. G. Jason Goddard is Vice President at Wachovia Corporation, Winston-Salem, North Carolina, USA.

Inhaltsangabe

Chapter 1 Customer Relationship Management: Global and Local Dimensions
Chapter 2 Customer Orientation
Chapter 3 Product Quality
Chapter 4 Customer Satisfaction
Chapter 5 Customer Retention
Chapter 6 Customer Value
Chapter 7 Company Success: Customer Relationship Management and the Balanced Scorecard
Chapter 8 Challenges for Global Customer Relationship Management