Chapter 10: Management reporting: measuring, learning and
optimising
Part 4: Marketing
Chapter 11: The customer proposition
Chapter 12: The relationship policy
Part 5: Channels
Chapter 13: Multi-channel management
Chapter 14: Personal selling
Chapter 15: Online environment
Chapter 16: Contact Centre Management
Part 6: CRM Systems and their implementation
Chapter 17: CRM systems
Chapter 18: Implementation of CRM systems
Chapter 19: The future
Promotional Information
The only comprehensive academic text in English to cover the entire
scope of CRM is now fully updated to reflect advances and
developments in this continually evolving field.
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