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Titre :
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Customer relationship management : concept, strategy, and tools
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Auteurs :
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V. KUMAR, Auteur ;
Werner J. REINARTZ, Auteur
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Type de document :
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Ouvrage
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Mention d'édition :
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3ème éd.
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Editeur :
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New-York : Springer, 2018
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ISBN/ISSN/EAN :
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3-662-55380-5
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Format :
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XXV-411 p. / ill. / 26 cm
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Langues:
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Anglais
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Index. décimale :
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732 (Consommateurs / Etudes de marché)
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Catégories :
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Thésaurus du Management
COMPORTEMENT DU CONSOMMATEUR
;
FIDELISATION
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Résumé :
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This book presents an extensive discussion of the strategic and tactical aspects of customer relationship management as we know it today. It helps readers obtain a comprehensive grasp of CRM strategy, concepts and tools and provides all the necessary steps in managing profitable customer relationships. Throughout, the book stresses a clear understanding of economic customer value as the guiding concept for marketing decisions. Exhaustive case studies, mini cases and real-world illustrations under the title "CRM at Work" all ensure that the material is both highly accessible and applicable, and help to address key managerial issues, stimulate thinking, and encourage problem solving. (source 4ème de couverture)
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