Author: Paul Temporal, Martin Trott
Publisher: Wiley
Pages: 250
Language: English
ISBN: 471846155
Description: Provides a fresh, international perspective on building customer relationships and building brand equity Customer relationship management (CRM) is one of the hottest topics in strategic branding worldwide, and, as the authors of this groundbreaking book demonstrate, the most innovative CRM techniques are developed at transnational corporations challenged with maintaining relationships with an ethnically very diverse customer base. The first book to provide a truly international perspective on customer relationship management, Romancing the Customer draws on case studies from around the world to describe cutting-edge CRM techniques currently used by many of todays most high-powered global enterprises. Paul Temporal and Martin Trott reveal the strategies behind some of the most successful initiatives of recent years.
Price: $23.07
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