Strategic customer management integrating relationship marketing and CRM

"The strategic management of customer relationships is a critical activity for all enterprises. The means of effectively managing relationships with customers are typically addressed under the headings of relationship marketing and customer relationship management (CRM), to name but two terms u...

Full description

Bibliographic Details

Main Authors:	Payne, Adrian (Author), Frow, Pennie (Author)
Format:	Book
Language:	English
Published:	Cambridge Cambridge University Press 2013.
Subjects:	Customer relations > Management.
Online Access:	Table of contents only