by Don Peppers, Martha Rogers · Wiley · tapa dura · ISBN 9780471485902
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«Managing Customer Relationships: A Strategic Framework» is the business management essay by Don Peppers and Martha Rogers, published by Wiley in hardback (528 pages, in English).
A reference work on customer relationship management (CRM), it presents a strategic framework for identifying, differentiating, interacting with, and personalizing the relationship with each customer. It includes relationship theory, metrics, data management, and practical cases, with contributions from experts such as Philip Kotler and Seth Godin.
First edition published in 2004 by Wiley. The book is part of the one-to-one marketing approach that the authors popularized.
Aimed at executives, IT professionals, marketing specialists, and students of business administration and management.
Don Peppers is an American advertising executive, author, and was a founding partner of Peppers & Rogers Group.
