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Principles of customer relationship management / Roger J. Baran, Robert J. Galka, Daniel P. Strunk
Livre
Edited by Thomson/South-Western. Mason (Ohio) - 2008
Part One: CRM THEORY AND DEVELOPMENT. 1. Principles of Customer Relationship Marketing. 2. History and Development of CRM. 3. Relationship Marketing & Customer Relationship Management. 4. Organization & CRM.. Part Two: DATA, INFORMATION, AND KNOWLEDGE MANAGEMENT. 5. CRM and Data Management. 6. Technology and Data Platforms. 7. Database and Customer Data Development.. Part Three: CRM: IMPACT ON SALES AND MARKETING STRATEGY. 8. Sales Strategy & CRM. 9. CRM Technology and Sales. 10. Marketing Strategy and CRM. 11. CRM, Marketing Automation, & Communication.. Part Four: CRM EVALUATION. 12. CRM Program Measurement & Tools.. Part Five: PRIVACY, ETHICS, AND GLOBAL CONSIDERATIONS. 13. Privacy Considerations & Issues.. Part Six: CRM NEW HORIZONS. 14. The Future of CRM..
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