Strategic customer management : integrating relationship marketing and CRM / Adrian Payne, Pennie Frow.

Relationship marketing and customer relationship management (CRM) can be jointly utilised to provide a clear roadmap to excellence in customer management: this is the first textbook to demonstrate how it can be done. Written by two acclaimed experts in the field, it shows how an holistic approach to...

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Bibliographic Details
Main Authors: Payne, Adrian, (Author), Frow, Pennie, (Author)
Format: Book
Language:English
Published: Cambridge : Cambridge University Press, 2013.
Subjects:
Online Access:CONNECT