000			02098nam a22003258a 4500
001			CR9781139057417
003			UkCbUP
005			20180107143416.0
006			m|||||o||d||||||||
007			cr||||||||||||
008			110310s2013||||enk s ||1 0|eng|d
020			_a9781139057417 (ebook)
020			_z9781107014961 (hardback)
020			_z9781107649224 (paperback)
040			_aUkCbUP _cUkCbUP _erda
050	0	0	_aHF5415.5 _b.P395 2013
082	0	0	_a658.8/12 _223
100	1		_aPayne, Adrian, _eauthor.
245	1	0	_aStrategic Customer Management : _bIntegrating Relationship Marketing and CRM / [electronic resource] _cAdrian Payne, Pennie Frow.
264		1	_aCambridge : _bCambridge University Press, _c2013.
300			_a1 online resource (542 pages) : _bdigital, PDF file(s).
336			_atext _btxt _2rdacontent
337			_acomputer _bc _2rdamedia
338			_aonline resource _bcr _2rdacarrier
500			_aTitle from publisher's bibliographic system (viewed on 09 Oct 2015).
520			_aRelationship marketing and customer relationship management (CRM) can be jointly utilised to provide a clear roadmap to excellence in customer management: this is the first textbook to demonstrate how it can be done. Written by two acclaimed experts in the field, it shows how an holistic approach to managing relationships with customers and other key stakeholders leads to increased shareholder value. Taking a practical, step-by-step approach, the authors explain the principles of relationship marketing, apply them to the development of a CRM strategy and discuss key implementation issues. Its up-to-date coverage includes the latest developments in digital marketing and the use of social media. Topical examples and case studies from around the world connect theory with global practice, making this an ideal text for both students and practitioners keen to keep abreast of changes in this fast-moving field.
700	1		_aFrow, Pennie, _eauthor.
776	0	8	_iPrint version: _z9781107014961
856	4	0	_uhttp://dx.doi.org/10.1017/CBO9781139057417 _zCambridge Books Online
999			_c236767 _d236767