Successful Customer Relationship Marketing BY Merlin Stone, Bryan Foss

Successful Customer Relationship Marketing BY Merlin Stone, Bryan Foss
Item# 11011010521
Retail price: US$46.96
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Successful Customer Relationship Marketing

BY Merlin Stone, Bryan Foss



Publisher: Kogan Page (September 1, 2001)



Product Description

As customers become increasingly sophisticated in their expectations, the diversity and range of products and services on offer gets ever wider. So how can companies ensure that their product or service is their preferred choice and, more importantly, that it continues to be? The key is to develop a close relationship with those customers through knowledge of their preferences.This new book takes and indepth look at what companies all over the world are doing to achieve this and shows what tools and techniques are actually bringing results. It is divided into four parts: Part 1: Customer knowledge: how companies interpret and make use of customer data. Part 2: Strategy and technology: how e-business thinking and new technologies are used for managing customers. Part 3: Implementation: considers how to translate theory and technology into improved (global) customer management. Part 4: Sector studies.



From the Publisher

Merlin Stone was until recently IBM Professor of Relationship Marketing at Bristol Business School. He is now head of CRM for IBM. A recognized authority on CRM, he is also co-author of Up Close and Personal: Customer Relationship Marketing at Work and Customer Relationship Marketing.