Principles of Customer Relationship Management

Type

Book

Authors

Roger J. Baran

Robert Galka

Daniel P. Strunk

ISBN 10

0324322380

ISBN 13

9780324322385

Tags

Marketing, Customer Relations

Description

The textbook is lively and will hold students' interest with its unusual and interesting vignettes from the gaming, hotel, banking, airline, charge-card, supermarket, retailing, and package goods industries. This book acquaints students with the various approaches and applications but does not dwell on the underlying statistics. A second approach focuses on the strategic side of customer relationship management. The text provides students with an understanding of Customer Relationship Management and its application in the business fields of marketing and sales. - from Amzon

Number of Copies