Customer relationship marketing get to know your customers and win their loyalty
The authors focus on the customer, emphasising the fact that successful marketing relies on both winning and retaining customers. They provide practical advice, detailed case examples, and tips on how a relationship between supplier and customer can best be cemented.
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| Other Authors: | , |
| Format: | Book |
| Language: | English |
| Published: |
London
Kogan Page in association with Marketing magazine
2000
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| Edition: | 2nd ed. |
| Series: | Marketing in action series
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| Subjects: | |
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| 100 | 1 | |a Stone, Merlin |d 1948- | |
| 245 | 1 | 0 | |a Customer relationship marketing |b get to know your customers and win their loyalty |c Merlin Stone, Neil Woodcock and Liz Machtynger |
| 250 | |a 2nd ed. | ||
| 260 | |a London |b Kogan Page in association with Marketing magazine |c 2000 | ||
| 300 | |a xii, 228 p. |c 24 cm | ||
| 490 | 1 | |a Marketing in action series | |
| 500 | |a Includes index | ||
| 500 | |a Previous ed.: 1995 | ||
| 505 | 0 | |a 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 | |
| 520 | |a The authors focus on the customer, emphasising the fact that successful marketing relies on both winning and retaining customers. They provide practical advice, detailed case examples, and tips on how a relationship between supplier and customer can best be cemented. | ||
| 650 | 0 | |a Customer relations | |
| 650 | 0 | |a Relationship marketing | |
| 700 | 1 | |a Woodcock, Neil | |
| 700 | 1 | |a Machtynger, Liz | |
| 830 | 0 | |a Marketing in action series | |
| 999 | |a vtls000011321 |c 11279 |d 11279 | ||