Up close & personal? : customer relationship marketing @ work
著者
書誌事項
Up close & personal? : customer relationship marketing @ work
Kogan Page, 2003
2nd ed
大学図書館所蔵 全1件
注記
Previous ed.: / Paul R. Gamble, Merlin Stone and Neil Woodcock. 1999
Includes bibliographical references (p. 372-376) and index
内容説明・目次
内容説明
Based on worldwide research into customer relationship marketing (CRM) supported by IBM, this book brings together the work of four experts in the field of CRM: Gamble, Stone, Woodcock and Foss. It aims to provide practical new insights into effective customer-relationship marketing by looking at: strategies, policies and plans; measuring impact; segmentation; the implementation programme; customer loyalty and continuity; transparent marketing; data management; and managing good and bad customers. This new edition, which includes a new free CD-ROM, features new and updated case studies and extra material on data management in the financial-services sector.
「Nielsen BookData」 より