Customer relationship marketing : theoretical and managerial perspectives
著者
書誌事項
Customer relationship marketing : theoretical and managerial perspectives
World Scientific, c2021
- : hardcover
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注記
Includes bibliographical references and indexes
内容説明・目次
内容説明
Customer relationship marketing (CRM) opportunities are embedded in the entire customer journey spanning several touch points across all stages including prepurchase, purchase, and postpurchase stage. Customer relationship marketing evolved from traditional marketing concept and has broadened its scope today, intersecting with the following domains, namely customer buying behavior process models, customer satisfaction and loyalty, service quality, customer relationship management tools and strategies, customer centricity, and customer engagement activities. A comprehensive, state-of-the-art textbook, Customer Relationship Marketing: Theoretical and Managerial Perspectives is organized as follows:
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