Author(s) Name:  Michael J. A. Berry, Gordon S. Linoff

About the Book:

    In this book, Bridging the chasm between theory and practice this unique book Customer Relationship Management Concepts and Application puts the evolving discipline of CRM/Relationship Marketing in a holistic perspective. The book lucidly covers in detail topics like the concept and context of CRM, types of customers, customer value, and technology of CRM, managing customer relationships, consumer research, CRM strategy, CRM measurement and HR in CRM.
   The text is interspersed with a profusion of cases and examples from various businesses. Service verticals covered include banking, retail, telecom, airlines and electronic media. The book helps students / practitioners and general management to gain insights into valuable customer relationships.

ISBN:   9788126518258

Publisher:   Wiley India Pvt

Year of Publication:  2000

Book Link:  Home Page Url