Customer Relationship Management: Integrating Marketing Strategy and Information Technology

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Customer Relationship Management: Integrating Marketing Strategy and Information Technology - Zikmund, William G, and McLeod, Raymond, Jr., and Gilbert, Faye W

Customer relationship management (CRM) is one of the hot topics in marketing and information systems today. Customer relationship management is a business strategy that provides the enterprise with a complete, dependable, and integrated view of its customer base. A CRM system brings together lots of pieces of information about customers, sales, ...