SUCCESSFUL CUSTOMER RELATIONSHIP MARKETING FOSS B., STONE M. Księgarnia

As customer expectations become increasingly sophisticated, the diversity and range of products and services on offer widen continually. But how can companies ensure that their product or service is preferred by customers and, more importantly, that it continues to be? The key is to develop a close relationship with these customers, through knowledge of their preferences. This comprehensive new book takes an in-depth look at what companies all over the world are doing to achieve this, showing the tools and techniques which actually bring results. It is based on the most extensive research into CRM ever undertaken, in a programme sponsored by IBM and other major companies. With additional contributions from 15 international experts, this is essential reading for marketing, customer care and IT directors and for CIM/CAM students.

Praise and Reviews

This is essential reading for marketing, customer care and IT directors and for CIM/CAM students.

`One of the most detailed analysis of CRM I have encountered… This text points to the future of marketing and we ignore it at our peril.`
The Journal of Brand Management

About the Authors

Bryan Foss is director of www.FossInitiatives.com and a non-executive director and adviser to the CEOs of a portfolio of fast-growing international companies.

Merlin Stone
Professor Merlin Stone is a director of QCi Ltd, The Database Group Ltd, The Halo Works Ltd and NowellStone Ltd. He is a leading consultant, researcher and lecturer on marketing and customer management, and has published 30 books and hundreds of articles on these subjects.

Hardback
514 pages

Po otrzymaniu zamówienia poinformujemy,
czy wybrany tytuł polskojęzyczny lub anglojęzyczny jest aktualnie na półce księgarni.