Strategic Customer Management

Strategic Customer Management

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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 managing relationships with customers and other key stakeholders leads to increased shareholder value. Taking a practical, step-by-step approach, the authors explain the principles of relationship marketing, apply them to the development of a CRM strategy and discuss key implementation issues. Its up-to-date coverage includes the latest developments in digital marketing and the use of social media. Topical examples and case studies from around the world connect theory with global practice, making this an ideal text for both students and practitioners keen to keep abreast of changes in this fast-moving field.Despite excellent relationships with existing customers, more recently Harley- Davidson has had problems. ... which resulted in substantial increase in production capacity and resulting increased costs, and partly because of the global financial crisis in 2008. ... whether it is HarleyDavidson executives meeting with customers, outstanding customer service in the first class suite in the Singapore Airlinesanbsp;...

Title:Strategic Customer Management
Author:Adrian Payne, Pennie Frow
Publisher:Cambridge University Press - 2013-03-28


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