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Up close & personal? : customer relationship marketing @ work

Author: Paul R Gamble; Chartered Institute of Marketing.
Publisher: London ; Philadelphia : Kogan Page, 2006.
Edition/Format:   eBook : Document : English : 3rd edView all editions and formats
Summary:
Provides practical insights into effective customer relationship marketing. This book explores a variety of issues, including: strategies, policies and plans; measuring the impact; segmentation; the implementation programme; customer loyalty and continuity; transparent marketing, customer value and process management; and more.
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Up close & personal?.
London ; Philadelphia : Kogan Page, 2006
(DLC) 2006001621
(OCoLC)63116978
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Paul R Gamble; Chartered Institute of Marketing.
ISBN: 0749446919 9780749446918 0749448741 9780749448745
OCLC Number: 71332864
Notes: Originally published in Great Britain in 1999.
"The Chartered Institute of Marketing."
Description: 1 online resource (xii, 428 pages) : illustrations
Contents: Forewords; Acknowledgements; 1 Customer relationshipmarketing: one more time?; 2 Relationships with customers; 3 Buy-in, policies and plans; 4 Measuring the impact; 5 Segmentation and the topvanilla offer; 6 Getting the show on the road; 7 Customer loyalty andcontinuity; 8 The customer experience, transparent marketing, andcustomer value management; 9 Customer knowledgemanagement; 10 Technology and customermanagement systems; 11 Managing good and badcustomers; 12 Justifying the CRMinvestment; Appendix: A complete relationshipmarketing planning recipe; References; Index.
Other Titles: Up close and personal
Responsibility: Paul R. Gamble [and others].
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Up Close & Personal? provides practical new insights into effective customer relationship marketing.  Read more...

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"Should be read by all marketing, sales, service and advertising practitioners." - Marketing magazine"

 
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