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Customer Relationship Management A Global Perspective

by [Raab, Gerhard, Ajami, Riad A., Goddard, G. Jason]

$194.23

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Description

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.

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Product Details

  • Routledge Brand
  • Apr 28, 2008 Pub Date:
  • 9780754671565 ISBN-13:
  • 0754671569 ISBN-10:
  • English Language
  • 9.21 in * 0.56 in * 6.14 in Dimensions:
  • 1 lb Weight: