Strategic customer management integrating relationship marketing and CRM

• Main Authors: Payne, Adrian, 1945-, Frow, Pennie (Author)
• Corporate Author: EBSCO Publishing (firma)
• Format: eBook
• Language: English
• Published: Cambridge : Cambridge University Press, 2013
• Subjects: řízení vztahů se zákazníky; marketing; customer relationship management; učebnice; případové studie; elektronické knihy; textbooks; case studies; electronic books
• ISBN: 9781107333192; 978-1-107-33651-3; 978-1-139-05741-7; 978-1-107-33485-4; 978-1-107-01496-1; 978-1-107-64922-4
• Physical Description: 1 online zdroj (xvi, 529 s.) : il.

"The first textbook to integrate relationship marketing and CRM. Case studies from around the world connect theory with global practice."