Customer Relationship Management

Аннотация

The book provides a comprehensive and balanced review of Customer Relationship Management. It explains what CRM is, the benefi ts it delivers, the contexts in which it is used, the technologies that are deployed, and how it can be implemented. It shows how CRM practices and technologies are used to enhance the achievement of marketing, sales and service objectives throughout the customer life-cycle stages of customer acquisition, retention and development, whilst simultaneously supporting broader organizational goals.