Customer Relationship Management: Concept, Strategy, and Tools

This book provides a comprehensive understanding of customer relationship management, emphasizing economic customer value and offering practical insights through case studies and real-world examples. It is a valuable resource for advanced undergraduate students, master's degree students, and executives interested in CRM.

\n Format: Hardback
\n Length: 411 pages
\n Publication date: 04 May 2018
\n Publisher: Springer-Verlag Berlin and Heidelberg GmbH & Co. KG
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This comprehensive book delves into the intricate realms of customer relationship management, offering a thorough exploration of both strategic and tactical dimensions. It serves as a valuable guide for readers seeking to gain a comprehensive understanding of CRM strategy, concepts, and tools, while also providing a step-by-step framework for managing profitable customer relationships. Throughout, the book emphasizes the significance of economic customer value as the guiding principle for marketing decisions, ensuring a coherent and effective approach.

To enhance accessibility and applicability, the book is accompanied by an extensive array of case studies, mini cases, and real-world illustrations titled "CRM at Work." These examples vividly illustrate the practical applications of CRM principles and facilitate the exploration of key managerial issues, stimulating critical thinking and promoting problem-solving skills.

Designed as a comprehensive learning companion for advanced undergraduate students, master's degree students, and executives seeking a deep and conceptual understanding of CRM, this book offers a wealth of knowledge. The new edition incorporates the latest research results and reflects the profound impact of the digital transformation on the CRM domain, providing readers with a contemporary perspective on this evolving field.

\n Weight: 1046g\n
Dimension: 261 x 182 x 23 (mm)\n
ISBN-13: 9783662553800\n
Edition number: 3rd ed. 2018\n