Logotipo librería Marcial Pons

Customer relationship management
a databased approach

  • ISBN: 9780471271338
  • Editorial: John Wiley & Sons Limited
  • Lugar de la edición: New Jersey. Estados Unidos de Norteamérica
  • Encuadernación: Rústica
  • Medidas: 26 cm
  • Nº Pág.: 323
  • Idiomas: Inglés

Papel: Rústica
48,53 €
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Resumen

Customer Relationship Management (CRM) offers the promise of maximized profits for todays highly competitive businesses. This innovate book provides readers with the tools and techniques to effectively use CRM. It emphasizes the utilization of database marketing in order to build strong and profitable customer relationships. Kumar first describes how to implement database marketing and then looks at recent advances in CRM applications. Critical marketing issues like optimum resource allocation, purchase sequence, and the link between acquisition, retentions, and profitability are also examined on the basis of empirical findings.

Resumen

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