Relationship Marketing and Customer Relationship Management
Presenting a dramatic shift in the way marketing is viewed and how its value is determined, this diverse resource focuses on the retention of customers through excellent customer service. Attending to the “4 Ps” of marketing, the guidebook addresses the ways in which a marketer can make decisions with the customer’s perspective as the priority. With strategies both for one-to-one marketing and for mass customization, this critical handbook offers information for today’s ever-adapting business environment.
The Nature of RM and CRM
Building Customer Relationships 31
Service Issues in RM and CRM 54
Internal Marketing 101
OnetoOne Marketing and Mass Customisation 120
BusinesstoBusiness Marketing B2B 137