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 marketingul si teoria relatiilor cu sfaturi practice pentru a permite studentilor si practicienilor sa inteleaga filosofia si semnificatia CRM. Cartea ilustreaza modul in care companiile de top utilizeaza tehnici precum orientarea catre client, retentia, managementul relatiilor globale si managementul performantei.