Customer Relationship Management [Paperback] 2e by Ed Peelen

Product details

Brand New

Paperback : 434 pages
ISBN-13 : 9780273774952
ISBN-10 : 0273774956
Product Dimensions : 19.05 x 2.54 x 24.13 cm
Publisher : Pearson (17 Sept. 2013) 2nd edition
Language: : English

 

Description

Customer 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.