Customer Relationship Management: Integrating Marketing Strategy and Information Technology

by William G. Zikmund and Zikmund W.G.

Customer relationship management (CRM) is one of the hot topics in marketing and information systems today. Customer relationship management is a business strategy that provides the enterprise with a complete, dependable, and integrated view of its customer base. A CRM system brings together lots of pieces of information about customers, sales, market trends, marketing effectiveness and responsiveness. CRM helps companies improve the profitability...

• Format: Paperback
• Language: English
• ISBN: 0471271373
• ISBN13: 9780471271376
• Release Date: December 2002
• Publisher: Wiley
• Length: 208 Pages
• Weight: 0.72 lbs.
• Dimensions: 0.3" x 7.5" x 9.2"