Up Close and Personal?: Customer Relationship Marketing @ Work

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9780749430870: Up Close and Personal?: Customer Relationship Marketing @ Work
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Establishing long-term relationships with customers is increasingly seen as being critical to business success -- this book goes one step further and shows how to implement it and reap the benefits, and it can reap enormous benefits, as some of the world's leading companies have shown. Wal-mart, for example, spent millions of dollars on developing its customer database which enabled it to personalise its communications. Is it coincidence that it became one of the world's most successful retail chains within a decade? Up Close and Personal? shows that there is no coincidence about it.

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About the Author:

Gamble is the Professor of European Management at the University of Surrey, UK. He is also Director of the Surrey European Management School. During his 25 year marketing career, he has written over 150 papers and published several books.

Professor Stone is the author of 30 + books on marketing and customer service, and is Visiting Professor at several UK universities.

Woodcock has worked on customer management projects with multi-national companies in Europe, the Far East, South Africa and the USA, specializing in the use of data to plan, implement and analyze strategies and activities.

Ben Barnes is a consultant and former lieutenant governor of Texas. He was a vice-chair and top fundraiser of the John Kerry campaign in the 2004 presidential elections. He has served as Speaker of the House in Texas from 1965 to 1969, U.S. representative to the NATO Conference in 1967, and United Nations Representative to Geneva, Switzerland in 1968. He lives in Austin, Texas.

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Paul Gamble; Merlin Stone; Neil Woodcock
Published by Kogan Page (2000)
ISBN 10: 0749430877 ISBN 13: 9780749430870
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Paul R Gamble; Merlin Stone; Neil Woodcock
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