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Book Synopsis
Customer Relationship Management is the first book to explore the benefits to the firm of a globally integrated approach to the management philosophy of Customer Relationship Management (CRM). The best hope for achieving a sustainable competitive advantage in a global marketplace is by means of better understanding which customers are in the best position to experience long-term, profitable relationships for the globally oriented firm. This book offers both an academic and a practical viewpoint of the importance of CRM in a global framework. It integrates the topics of knowledge management, total quality management, and relationship marketing with the goal of explaining the benefits of CRM for internationally active firms. The authors have included six case studies which allow the reader to undertake the role of CRM consultant in a ''learning by doing'' approach. The book should be required reading for all business executives who desire a customer-oriented approach to success, and for

Customer Relationship Management

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    A Paperback by G. Jason Goddard

    £37.49

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      Book details

      Publisher Taylor & Francis
      Imprint Taylor & Francis Ltd
      Published 6/24/2024
      ISBN-13 9781032838021
      978-1032838021
      ISBN-10 1032838027
      Also in:
      Dictionaries, Reference & Language Reference works

      Description

      Book Synopsis
      Customer Relationship Management is the first book to explore the benefits to the firm of a globally integrated approach to the management philosophy of Customer Relationship Management (CRM). The best hope for achieving a sustainable competitive advantage in a global marketplace is by means of better understanding which customers are in the best position to experience long-term, profitable relationships for the globally oriented firm. This book offers both an academic and a practical viewpoint of the importance of CRM in a global framework. It integrates the topics of knowledge management, total quality management, and relationship marketing with the goal of explaining the benefits of CRM for internationally active firms. The authors have included six case studies which allow the reader to undertake the role of CRM consultant in a ''learning by doing'' approach. The book should be required reading for all business executives who desire a customer-oriented approach to success, and for

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