by V. Kumar, Werner Reinartz · John Wiley & Sons Inc · tapa blanda · ISBN 9780471271338
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«Customer Relationship Management» is the customer relationship management handbook by V. Kumar and Werner Reinartz, in paperback (352 pages, in English).
The work explains how to apply customer relationship management (CRM) from a people-centred perspective, not just a technological one. It describes database marketing and data mining, and analyses resource allocation, the purchase sequence, and the relationship between acquisition, retention, and profitability.
The subtitle of the work is A Databased Approach and it corresponds to the first edition, published in 2005.
It is a work aimed at marketing professionals, managers, and business students who want to apply CRM with strategic judgement.
