by Pedro Reinares Lara · ESIC Editorial · tapa blanda · ISBN 9788473564090
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«Los cien errores del CRM» is the essay by Pedro Reinares Lara on relationship marketing, published by ESIC Editorial in paperback (202 pages, in Spanish).
The book examines why Spanish companies fail to establish relationship and loyalty processes with their customers, and reviews a hundred common errors in implementing CRM systems. With everyday examples and an accessible tone, it debunks myths, lies and truths of relationship marketing and draws lessons from failed processes.
Work published in 2005, belongs to the Divulgación collection of ESIC Editorial; the cover indicates it is the 2nd updated edition.
A popular work for marketing professionals and students, as well as any reader curious about customer relationship management.
