Advances in Customer Relationship Management
Contributor(s)
Catalan-Matamoros, Daniel (editor)
Language
EnglishAbstract
Customer relationship management (CRM) strategies have become increasingly important worldwide due to changes in expectations from customers as well as changes in the nature of markets. This book puts forth a conceptualization that attempts to not only outline CRM's domain but also to reconcile the divergent perspectives found in the academic and popular literature. Readers can see through measurable data-containing examples how the theory is applied with great success by various real-life examples. This book presents innovative proven methods for determining whether a CRM strategy for changing the way a company provides service (by adding new technology, processes, and procedures) will realize the return on the investment projected. It could be a great help to CRM personnel, student, managers and any one that works directly or indirectly with customers.
Keywords
Business strategyDOI
10.5772/1795Webshop link
https://www.intechopen.com/booksISBN
9789535105169, 9789535151104Publisher
IntechOpenPublisher website
https://www.intechopen.com/Publication date and place
2012Imprint
IntechOpenClassification
Business strategy