by Jill Dyché, Mary O'Brien · Addison-Wesley Professional · tapa blanda · ISBN 9780201730623
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«The CRM Handbook» is the guide to customer relationship management (CRM) by Jill Dyché and Mary O'Brien, published by Addison-Wesley in paperback.
Explains what customer relationship management (CRM) is and its role in businesses. Describes applications such as sales force automation, campaign management and e-CRM, and distinguishes CRM from business intelligence. It also warns of the mistakes that cause these projects to fail and includes success stories.
English edition of 336 pages, published on 9 August 2001. Part of the Addison-Wesley Information Technology series.
Aimed at managers and professionals who need to understand CRM before implementing it, for both novices and experts.
