Description
Pearson India Customer Relationship Management 1St Edition by Ed Peelen
Customer Relationship Management examines the entire scope of this subject including strategy, organisation, marketing and information technology. This book blends together theory and practice to achieve a thorough discussion of CRM, thus helping the reader to answer questions such as What should our business strategy be? and How do we translate CRM business strategy into marketing? This book is suitable for advanced marketing and business undergraduate and MBA students and also students on the following courses: Customer Relationship Management, Direct Marketing, Relationship Marketing, Database Management or Business Intelligence.Features1.)Case studies and questions at the end of each chapter to test understanding2.)Coverage of the strategic, organisational, commercial and technological aspects of CRM3.)Discussion of buyer-seller relations from a social psychology perspective4.)A section on direct marketing, which includes production elements of direct mail, with a checklist of what to look out for