Customer Relationship Management

Customer Relationship Management combines marketing and relationship theory with practical advice to enable students and practitioners to understand the philosophy and significance of CRM. The book illustrates how leading companies are using techniques such as customer orientation, retention, global relationship management and performance managemen

Managementul relatiilor cu clientii combina teoria de marketing si relatie cu sfaturi practice pentru a le permite studentilor si practicienilor sa inteleaga filosofia si semnificatia CRM. Cartea ilustreaza modul in care companiile de varf folosesc tehnici precum orientarea catre clienti, retinerea, managementul relatiilor globale si managementul performantei