Gestion de la relation client

Synopsis of Gestion de la relation client

This work, written by Ed Peelen, Frédéric Jallat, Éric Stevens, and Pierre Volle, is a fundamental reference in the field of marketing and business management. In its second edition, the book delves into the strategies and tools necessary to optimize Customer Relationship Management (CRM), offering a comprehensive and professional view on how companies can improve their competitiveness and customer loyalty in a globalized market. With a practical and academic approach, the text is an essential tool for both students and professionals in the sector seeking to understand the mechanisms of interaction between organizations and their consumers.