Customer Relationship Management : a Global Perspective
Raab, Gerhard
Customer Relationship Management : a Global Perspective Gerhard Raab, Riad A. Ajami, G. Jason Goddard - 1 recurso en línea
Incluye referencias bibliográficas e índice
Cover; Contents; List of Figures; 1 Customer Relationship Management: Global and Local Dimensions; 2 Customer Orientation; 3 Product Quality; 4 Customer Satisfaction; 5 Customer Retention; 6 Customer Value; 7 Company Success: Customer Relationship Management and the Balanced Scorecard; 8 Challenges for Global Customer Relationship Management; Appendix: Case Studies on Customer Relationship Management; 1 Customer Satisfaction at Paradorn Bank; 2 The Case of Discovery; 3 AB Swedish Lumber; 4 The Case of Leban, Inc. and the Croatian Frozen Packaged Foods Market; 5 Customer Orientation at Tesco 6 Mikhak Fresh Cut FlowersBibliography; Index
Customer Relationship Management combines marketing and relationship theory with practical advice to enable students and practitioners to understand the philosophy and significance of CRM. The book illustrates how leading companies are using techniques such as customer orientation, retention, global relationship management and performance management through the Balanced Scorecard to develop long-term, sustainable advantage
9781409405405
Relaciones con el cliente
HF5415.5 / .C836 2017 EB
Customer Relationship Management : a Global Perspective Gerhard Raab, Riad A. Ajami, G. Jason Goddard - 1 recurso en línea
Incluye referencias bibliográficas e índice
Cover; Contents; List of Figures; 1 Customer Relationship Management: Global and Local Dimensions; 2 Customer Orientation; 3 Product Quality; 4 Customer Satisfaction; 5 Customer Retention; 6 Customer Value; 7 Company Success: Customer Relationship Management and the Balanced Scorecard; 8 Challenges for Global Customer Relationship Management; Appendix: Case Studies on Customer Relationship Management; 1 Customer Satisfaction at Paradorn Bank; 2 The Case of Discovery; 3 AB Swedish Lumber; 4 The Case of Leban, Inc. and the Croatian Frozen Packaged Foods Market; 5 Customer Orientation at Tesco 6 Mikhak Fresh Cut FlowersBibliography; Index
Customer Relationship Management combines marketing and relationship theory with practical advice to enable students and practitioners to understand the philosophy and significance of CRM. The book illustrates how leading companies are using techniques such as customer orientation, retention, global relationship management and performance management through the Balanced Scorecard to develop long-term, sustainable advantage
9781409405405
Relaciones con el cliente
HF5415.5 / .C836 2017 EB