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Customer Relationship Management : a Global Perspective.

Author: Gerhard Raab; Riad A Ajami; Vidyaranya B Gargeya
Publisher: Farnham : Ashgate Pub., 2010.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
Customer Relationship Management combines marketing and relationship theory with practical advice to enable students and practitioners to understand the philosophy and significance of CRM. The book illustrates how leading companies are using techniques such as customer orientation, retention, global relationship management and performance management through the Balanced Scorecard to develop long-term, sustainable  Read more...
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Genre/Form: Electronic books
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Gerhard Raab; Riad A Ajami; Vidyaranya B Gargeya
ISBN: 9781409405405 1409405400
OCLC Number: 610006081
Description: 1 online resource (216 pages)
Contents: Cover; Contents; List of Figures; 1 Customer Relationship Management: Global and Local Dimensions; 2 Customer Orientation; 3 Product Quality; 4 Customer Satisfaction; 5 Customer Retention; 6 Customer Value; 7 Company Success: Customer Relationship Management and the Balanced Scorecard; 8 Challenges for Global Customer Relationship Management; Appendix: Case Studies on Customer Relationship Management; 1 Customer Satisfaction at Paradorn Bank; 2 The Case of Discovery; 3 AB Swedish Lumber; 4 The Case of Leban, Inc. and the Croatian Frozen Packaged Foods Market; 5 Customer Orientation at Tesco. 6 Mikhak Fresh Cut FlowersBibliography; Index.

Abstract:

Customer Relationship Management combines marketing and relationship theory with practical advice to enable students and practitioners to understand the philosophy and significance of CRM. The book  Read more...

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`The book is well written and contains numerous charts, flow diagrams and statistical tables to illustrate key ideas. One particularly useful feature is the inclusion of six comprehensive case Read more...

 
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