Successful customer relationship marketing : new thinking, new strategies, new tools for getting closer to your customers
著者
書誌事項
Successful customer relationship marketing : new thinking, new strategies, new tools for getting closer to your customers
Kogan Page, 2001
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注記
Includes index
内容説明・目次
内容説明
As customers become increasingly sophisticated in their expectations, the diversity and range of products and services on offers gets ever wider. So how can companies ensure that their product or service is their preferred choice and, more importantly, that it continues to be? The key is to develop a close relationship with those customers through knowledge of their preferences. This volume takes an in-depth look at what companies all over the world are doing to achieve this and shows what tools and techniques are actually bringing results. It is divided into four parts: Customer Knowledge - how companies interpret and make use of customer data; Strategy and Technology - how e-business thinking and new technologies are used for managing customers; Implementation -considers how to translate theory and technology into improved (global) customer management; and Sector Studies.
目次
- Customer Knowledge
- Strategy and Technology
- Implementation
- and Sector Studies.
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