Stone and Foss - Successful Customer Relationship Marketing

A handbook on customer relationship marketing. Successful Customer Relationship Marketing explores what companies all over the world are doing and shows what tools and techniques are actually bringing results. It is divided into four parts: Customer Knowledge; Strategy and Technology;Implementation; and Sector Studies.

As customer expectations become increasingly sophisticated, the diversity and range of products and services on offer widen continually. But how can companies ensure that their product or service is preferred by customers and,more importantly, that it continues to be? The key is to develop a close relationship with these customers, through knowledge of their preferences. This comprehensive new book takes an in-depth look at

what companies all over the world are doing to achieve this, showing the tools and techniques which actually bring results. It is based on the most extensive research into CRM ever undertaken, in a programme sponsored by IBM and other major companies.

With additional contributions from 15 international experts, this is essential reading for marketing, customer care and IT directors and for CIM/CAM students.
Merlin Stone, Bryan Foss

ISBN: 9780749435790 (2001) Publisher: Kogan Page Ltd

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