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Successful Customer Relationship Marketing

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As customers become increasingly sophisticated in their expectations, the diversity and range of products and services on offer 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 new book takes and indepth 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: Part 1: Customer knowledge: how companies interpret and make use of customer data. Part 2: Strategy and technology: how e-business thinking and new technologies are used for managing customers. Part 3: Implementation: considers how to translate theory and technology into improved (global) customer management. Part 4: Sector studies.

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Series Title

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Call Number

300 Mer

Publisher

Hoboken, NJ : Kogan Page., 2001

Collation

545 Pages

Language

English

ISBN/ISSN

0749435798, 9780749435790, 9780585443782

Classification

300

Content Type

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Edition

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