LEADER 02579nam 2200493 450 001 9910555125203321 005 20230831182942.0 010 $a1-119-61826-6 010 $a1-119-61824-X 010 $a1-119-61832-0 035 $a(CKB)4100000008103901 035 $a(MiAaPQ)EBC5761265 035 $a(CaSebORM)9781786303721 035 $a(EXLCZ)994100000008103901 100 $a20190509d2019 uy 0 101 0 $aeng 135 $aurcnu|||||||| 181 $ctxt$2rdacontent 182 $cc$2rdamedia 183 $acr$2rdacarrier 200 00$aAugmented customer strategy $eCRM in the digital age /$fedited by Gilles N'Goala, Virginie Pez-Pe?rard, Isabelle Prim-Allaz 205 $aFirst edition 210 1$aLondon :$cJohn Wiley & Sons, Incorporated,$d[2019] 210 4$dİ2019 215 $a1 online resource (331 pages) 225 0 $aTHEi Wiley ebooks. 311 $a1-78630-372-8 330 $aDigital transformation is shaping a new landscape for businesses and their customers. For marketing professionals, advancing technology (artificial intelligence, robots, chatbots, etc.) and the explosion of personal data available present great opportunities to offer customers experiences that are ever richer, more fluid and more connected. For customers, this ecosystem is synonymous with new roles. They are more autonomous and have power alongside the company: they influence, innovate, punish and more. These developments push companies to implement new customer strategies. It is in this context, marked by pitfalls and paradoxes, that the authors of this book reflect on the customer relationship, what it has become and what it will be tomorrow. The book provides practitioners, teacher-researchers and Master's students with a state of the art and a prospective vision of customer relations in a digital world. It is aimed at those who want to gain an up-to-date understanding of the field and find all the keys needed to project themselves into the future. 606 $aCustomer relations$xManagement 606 $aCustomer relations$xManagement$xData processing 615 0$aCustomer relations$xManagement. 615 0$aCustomer relations$xManagement$xData processing. 676 $a658.812 700 $aN'Goala$b Gilles$01183681 702 $aN'Goala$b Gilles 702 $aPez-Pe?rard$b Virginie 702 $aPrim-Allaz$b Isabelle 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910555125203321 996 $aAugmented customer strategy$92817714 997 $aUNINA