Customer Relationship Management: A Global Perspective

by Gerhard Raab, G. Jason Goddard, Riad A. Ajami, et al.

Book Overview

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 management through the Balanced Scorecard to develop long-term, sustainable advantage.

• Format: Hardcover
• Language: English
• ISBN: 0754671569
• ISBN13: 9780754671565
• Release Date: April 2008
• Publisher: Routledge
• Length: 216 Pages
• Weight: 1.18 lbs.
• Dimensions: 0.6" x 6.1" x 9.2"