Based on worldwide research into customer relationship marketing (CRM) supported by IBM, this book brings together the work of four experts in the field of CRM: Gamble, Stone, Woodcock and Foss. It aims to provide practical new insights into effective customer-relationship marketing by looking at: strategies, policies and plans; measuring impact; segmentation; the implementation programme; customer loyalty and continuity; transparent marketing; data management; and managing good and bad customers. This new edition, which includes a new free CD-ROM, features new and updated case studies and extra material on data management in the financial-services sector.
- ISBN10 0749438312
- ISBN13 9780749438319
- Publish Date 3 December 2002
- Publish Status Out of Print
- Out of Print 17 February 2011
- Publish Country GB
- Imprint Kogan Page Ltd
- Edition 2nd Revised edition
- Format Hardcover
- Pages 368
- Language English