Romancing the customer : Maximizing brand value through powerful relationship management

Paul Temporal - Martin Trott

overzicht

Customer relationship management (CRM) is one of the hottest topics in strategic branding worldwide, and, as the authors of this groundbreaking book demonstrate, the most innovative CRM techniques are developed at transnational corporations challenged with maintaining relationships with an ethnically very diverse customer base.
 9780471846154 /  Wiley /  2001 /  1st editie /  212p. /  hc / 

Romancing the customer : Maximizing brand value through powerful relationship management

Dubbelklik op de afbeelding voor groot formaat

Uitzoomen
Inzoomen

Meer afbeeldingen

Details

Provides a fresh, international perspective on building customer relationships and building brand equity

 Customer relationship management (CRM) is one of the hottest topics in strategic branding worldwide, and, as the authors of this groundbreaking book demonstrate, the most innovative CRM techniques are developed at transnational corporations challenged with maintaining relationships with an ethnically very diverse customer base.

The first book to provide a truly international perspective on customer relationship management, Romancing the Customer draws on case studies from around the world to describe cutting-edge CRM techniques currently used by many of today's most high-powered global enterprises. Paul Temporal and Martin Trott reveal the strategies behind some of the most successful initiatives of recent years.

About the authors :

Paul Temporal, PhD (Singapore), is Managing Director of Marketing Initiatives Group and a leading international expert on brand creation, development, and management.

Martin Trott (Malaysia) is Managing Director of Relationship Marketing International. ...Shrink