Customer Relationship Management: Creating Competitive Advantage Through Win-win Relationship Strategies

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McGraw-Hill, Dec 1, 2001 - Business & Economics - 160 pages
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To develop the long-term relationships necessary to survive today's intense global competition, businesses must strive to meet customer needs as never before. Customer Relationship Management is the result of an extensive research project that studied new ideas in marketing, and how these strategies are being applied in practice throughout the United States and Europe. The case studies provided demonstrate the ability of effective CRM programs to refine customer relationships and increase their value.

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Contents

RELATIONSHIP MANAGEMENT 93
4
EXCHANGING RESOURCES
ESTABLISHING ENHANCING
Copyright

4 other sections not shown

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About the author (2001)

Storbacka is founder and CEO of CRM Group Ltd.

Lehtinen is an associate professor of marketing at the University of Tampere.

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