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    Customer Relationship Marketing: Theoretical And Managerial Perspectives

    £49.50
    £55.00
    Price-Match is available in-store for recommended titles in CCCU module handbooks
    ISBN: 9781944659745
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    Attribute nameAttribute value
    AuthorMalhotra, Naresh K (Georgia Inst Of Tech
    Pub Date07/02/2021
    BindingPaperback
    Pages372
    Publisher: WORLD SCIENTIFIC PUBLISHING
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    Customer relationship marketing (CRM) opportunities are embedded in the entire customer journey spanning several touch points across all stages including prepurchase, purchase, and postpurchase stage. Customer relationship marketing evolved from traditional marketing concept and has broadened its scope today, intersecting with the following domains, namely customer buying behavior process models, customer satisfaction and loyalty, service quality, customer relationship management tools and strategies, customer centricity, and customer engagement activities. A comprehensive, state-of-the-art textbook, Customer Relationship Marketing: Theoretical and Managerial Perspectives is organized as follows: