There has been a fundamental change in the purchasing motivation and behavior of customers and the methods by which companies meet these new customer expectations. Companies are re-examining their fundamental assumptions about the way in which they define and deliver value to their customers. Marketing and brand strategies successfully deployed in ...
"Customer Relationship Management" presents a ground-breaking strategic framework for successful CRM policy. Built around Professor Payne's five key processes, the book demonstrates a systematic management progression that will guarantee the maximum impact and efficiency of a CRM programme. The book backs up these five processes - strategy ...
Competitive advantage comes from service and added value. The competitive arena has shifted towards an emphasis on people: employees and customers. Now, in order to command that crucial customer preference, the company must be focused on customers, service and employee communication at all levels.
Assuming no prior marketing knowledge, this volume provides a concise yet comprehensive view of marketing within the context of business and society for anyone seeking a general introduction to the topic. Drawing on their substantial teaching and research experience, Martin Christopher and Malcolm McDonald focus on the important and useful aspects ...
Companies are increasingly recognising the benefits of adopting a more customer-focused approach to their business. Furthermore, the availability of new technology is enabling organisations to communicate more effectively with their customers and develop a better understanding of their needs. Improving your customer knowledge and meeting their ...
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