2nd ed — Harlow: Pearson Education, 2013. — 436 p. — ISBN: 9780273774976In today’s world, organisations are in the midst of a transition process, wondering how to build mutually beneficial relations with the right customers, in an environment where roles are changing and media are democratised and open to all. This book helps to find answers by exploring relations in the midst of social networks. It is geared towards MBA students and undergraduate students in the later years of their study, as well as those attending courses on relationship marketing, CRM, customercentricity, database management or business intelligence
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Taylor & Francis – 2008, 522 pages.
ISBN: 1856175227, 9781856175227.
This definitive textbook explains what CRM is, the benefits it delivers, the contexts in which it is used, how it can be implemented and how CRM technologies can be deployed to support customer management strategies and objectives. It also looks comprehensively at how CRM can be used throughout the customer...
4th edition. — London: Kogan page, 2008. — 577 p.
Integrating brand and business
This is a book on strategic brand management. It capitalises on the success of the former three editions. As far as we understand from our readers worldwide (marketers, advertisers, lawyers, MBA students and so on), this success was based on six attributes which we have of course maintained:...