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035   $a(EBL)1139582
035   $a(OCoLC)833768679
035   $a(SSID)ssj0000856796
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035   $a(PQKBTitleCode)TC0000856796
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035   $a(UkCbUP)CR9781139057417
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100   $a20141103d2013||||  uy|            0
101 0 $aeng
135   $aur|||||||||||
181   $ctxt$2rdacontent
182   $cc$2rdamedia
183   $acr$2rdacarrier
200 10$aStrategic customer management $eintegrating relationship marketing and CRM /$fAdrian Payne, Pennie Frow$b[electronic resource]
210  1$aCambridge :$cCambridge University Press,$d2013.
215   $a1 online resource (xvi, 529 pages) $cdigital, PDF file(s)
300   $aTitle from publisher's bibliographic system (viewed on 05 Oct 2015).
311   $a1-107-01496-4 
311   $a1-107-64922-6 
320   $aIncludes bibliographical references and index.
327   $aIntroduction -- Relationship marketing -- Customer relationship management: Key processes -- Strategic customer management implementation.
330   $aRelationship marketing and customer relationship management (CRM) can be jointly utilised to provide a clear roadmap to excellence in customer management: this is the first textbook to demonstrate how it can be done. Written by two acclaimed experts in the field, it shows how an holistic approach to managing relationships with customers and other key stakeholders leads to increased shareholder value. Taking a practical, step-by-step approach, the authors explain the principles of relationship marketing, apply them to the development of a CRM strategy and discuss key implementation issues. Its up-to-date coverage includes the latest developments in digital marketing and the use of social media. Topical examples and case studies from around the world connect theory with global practice, making this an ideal text for both students and practitioners keen to keep abreast of changes in this fast-moving field.
606   $aCustomer relations$xManagement
615  0$aCustomer relations$xManagement.
676   $a658.8/12
686   $aBUS058000$2bisacsh
700   $aPayne$b Adrian$0522501
702   $aFrow$b Pennie
801  0$bUkCbUP
801  1$bUkCbUP
906   $aBOOK
912   $a9910779405703321
996   $aStrategic customer management$93838910
997   $aUNINA