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    • TVS.004836_TT_Katarzyna Żyminkowska - Customer Engagement in Theory and Practice_ A Marketing Management Perspective-Springer International Publishing.pdf.jpg
    • Sách/Book

    • Customer Engagement in Theory and Practice: A Marketing Management Perspective

      • Authors: Żyminkowska, Katarzyna (2019)

    • An insightful read for scholars of consumer behaviour and customer relationship management, this book advances understanding of the drivers, components and effects (both positive and negative) of customer engagement and proposes a comprehensive framework for its management.
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    • Sách/Book

    • Customer relationship management : a global perspective

      • Authors: Raab, Gerhard (2010)

    • Customer Relationship Management combines marketing and relationship theory with practical advice to enable students and practitioners to understand the philosophy and significance of CRM. The book illustrates how leading companies are using techniques such as customer orientation, retention, global relationship management and performance management through the Balanced Scorecard to develop long-term, sustainable advantage
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    • Sách/Book

    • Customer relationship management : concepts, applications and technologies

      • Authors: Prior, Daniel D (2024)

    • The fifth edition has been fully updated to include: A series of new case examples to illustrate CRM within various regional and industrial contexts, including those relevant to large, medium, and small enterprises. A series of new exercises and discussion questions to help readers understand CRM concepts and to support pedagogical processes, particularly in higher education environments. A greater emphasis on managerial applications of CRM through new content to help guide managers.
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    • Sách/Book

    • Customer relationship management : how to develop and execute a CRM strategy

      • Authors: Pearce, Michael (2021)

    • The author addresses this head-on by stripping CRM down into its component parts by delving into and explaining the role and relevance of the C, R, and M in CRM. This is a practical guide but set within a strategic framework. The outage is clear actionable insights and how to convert them into delivery. It is written in an easily digestible, non-jargon style, with case studies to demonstrate how CRM works. This book can be immediately used as the primary practical reference to guide the development and implementation of a CRM strategy.