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Customer Relationship Management: Integrating Marketing Strategy and Information Technology

William G. Zikmund; Raymond McLeod Jr.; Faye W. Gilbert

17 ratings by Goodreads
ISBN 10: 0471271373 / ISBN 13: 9780471271376
Published by Wiley, 2002
Used Condition: Used: Good Soft cover
From Ergodebooks (RICHMOND, TX, U.S.A.)

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Bibliographic Details

Title: Customer Relationship Management: ...

Publisher: Wiley

Publication Date: 2002

Binding: Paperback

Book Condition:Used: Good

About this title

Synopsis:

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, market trends, marketing effectiveness and responsiveness. CRM helps companies improve the profitability of their interactions with customers while at the same time making those interactions appear friendlier through individualization. CRM's purpose is to enhance customer satisfaction and retention by alignment of customer business processes with technology integration.
As the Internet and digital technology change the ways business is conducted, the academic disciplines of information technology and marketing are merging. As a result, experiments with new and modified courses are being taught at many innovative universities at the forefront of this change.

From the Back Cover:

CUSTOMER - INFORMATION ABOUT PAST, PRESENT, AND POTENTIAL CUSTOMERS IS THE HEART OF SOUND STRATEGIC PLANS.

To develop an integrated view of the customer base, successful executives must understand both marketing concepts and information system architecture. This groundbreaking book explores the emerging field of customer relationship management (CRM) from the crossroads of marketing strategy and information technology. Business students and executives will appreciate both the treatment of relevant marketing and information systems concepts and the coverage of practical techniques for the creation of a successful CRM system.

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