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. 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.
- ISBN10 0471846155
- ISBN13 9780471846154
- Publish Date 11 April 2001
- Publish Status Out of Print
- Out of Print 30 June 2010
- Publish Country SG
- Imprint John Wiley & Sons (Asia) Pte Ltd
- Format Hardcover
- Pages 228
- Language English