![]() ![]() ![]() It has not been fully understood and therefore fully embraced and properly implemented. The current reality, however, is that, for the vast majority of businesses, CRM has not been adopted as a business philosophy and practicing business model. Today, it is a universal business topic which has been re-engineered by the online shopping revolution in which the customer is firmly placed at the center of the business. This was accentuated by the academic community stepping up their interest in the subject in the early 2000’s. It has since escalated in importance as system providers increased their market penetration of the business market and, in parallel, CRM’s strategic importance gained more traction as it was recognized that CRM was, at its heart, a business model in the pursuit of sustainable profit. The new edition provides an updated perspective on the latest research results and incorporates the impact of the digital transformation on the CRM domain.ĬRM first entered the business vocabulary in the early 90’s initially as a systems driven technical solution. The book is a comprehensive and up-to-date learning companion for advanced undergraduate students, master's degree students, and executives who want a detailed and conceptually sound insight into the field of CRM. Exhaustive case studies, mini cases and real-world illustrations under the title “CRM at Work” all ensure that the material is both highly accessible and applicable, and help to address key managerial issues, stimulate thinking, and encourage problem solving. Throughout, the book stresses a clear understanding of economic customer value as the guiding concept for marketing decisions. It helps readers obtain a comprehensive grasp of CRM strategy, concepts and tools and provides all the necessary steps in managing profitable customer relationships. This book presents an extensive discussion of the strategic and tactical aspects of customer relationship management as we know it today. Download Customer Relationship Management Book in PDF, Epub and Kindle ![]()
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