Up close & personal? : customer relationship marketing @ work

Author(s)

• Gamble, Paul R.

Bibliographic Information

Up close & personal? : customer relationship marketing @ work

Paul R. Gamble ... [et al.]

Kogan Page, 2003

2nd ed

Note

Previous ed.: / Paul R. Gamble, Merlin Stone and Neil Woodcock. 1999

Includes bibliographical references (p. 372-376) and index

Description and Table of Contents

Description

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.

by "Nielsen BookData"

Details

• NCID: BA73279274
• ISBN:
  • 0749438312
• Country Code: uk
• Title Language Code: eng
• Text Language Code: eng
• Place of Publication: London
• Pages/Volumes: xii, 382 p.
• Size: 24 cm.
• Attached Material: 1 CD-ROM
• Classification:
  • DC21 : 658.8
• Subject Headings:
  • LCSH : Relationship marketing
  • LCSH : Customer relations -- Management