Description
Customer Relationship Management gives a well-balanced coverage of strategy and organisation, marketing aspects, analytical CRM, operational CRM, CRM systems and their implementation. It is the only comprehensive academic text to cover the entire scope of CRM from a marketing management angle.
Geared to MBA students and advanced undergraduate students, as well as those taking courses on CRM, direct marketing, relationship marketing, database management or business intelligence, the book is also appropriate for graduate students in information management attending courses on CRM and participants in specific CRM/database management.
Book Information
ISBN 9780273774952
Author Ed Peelen
Format Paperback
Page Count 440
Imprint Pearson Education Limited
Publisher Pearson Education Limited
Weight(grams) 828g
Dimensions(mm) 249mm * 191mm * 23mm