Customer relationship marketing : get to know your customers and win their loyalty / Merlin Stone, Neil Woodcock and Liz Machtynger
- Marketing in action series
- Why relationship marketing? -- Models of customer management -- The customers' perspective -- The company's perspective -- Quantifying the impact -- Identifying customers' relationship needs -- The role of market research -- Customer retention and loyalty -- Integrating CRM strategies -- Processes and procedures -- People and performance -- CRM technology - today and tomorrow -- The future of e-CRM -- CRM programme planning.
- Previous ed.: 1995.
- Bibliography Note:
- Includes index.
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