| Titre : | Customer relationship management : How to develop and execute a CRM strategy |
| Auteurs : | Michael PEARCE, Auteur |
| Type de document : | Document électronique |
| Editeur : | Business Expert Press, 2021 |
| ISBN/ISSN/EAN : | 978-1-953349-65-1 |
| Format : | 200 pages |
| Langues: | Anglais |
| Index. décimale : | 732 (Consommateurs / Etudes de marché) |
| Catégories : |
Thésaurus du Management COMPORTEMENT DU CONSOMMATEUR ; GESTION DE LA RELATION CLIENT |
| Résumé : | The subject of the book is "Customer Relationship Management (CRM)." The target audience is multi-layered:Businesses of all types and sizes from SME's upwards. Board Directors, Senior Managers and middle managers in CRM related functions: IT, Marketing, Sales, Customer Service etc.MBA and masters' students and upper level graduates studying business related degrees.Students or independent learners seeking CRM education or certification through organisations such as AARM (Association for the Advancement of Relationship Marketing).Those pursuing professional qualifications in marketing through international organisations such as the Chartered Institute of Marketing.CRM first entered the business vocabulary in the early 90's; initially as a systems driven technical solution. 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 recognised that CRM was, at its heart, a business model in the pursuit of sustainable profit. (source : 4ème de couverture). |
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