This book introduces students to CRM (customer relationship management),
a strategic methodology that’s being embraced in increasing numbers by
organizations looking to gain a competitive advantage. With in-depth
coverage of business and consumer markets in various vertical markets,
the impact of new technology and more, it helps readers understand how
an enhanced customer relationship environment can differentiate an
organization in a highly competitive marketplace. Featuring the latest
developments in the discipline, a cohesive approach, and pedagogical
materials (including chapter exercises that connect theory with action),
it is the one-stop-source for a comprehensive CRM course.
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