Relationship Marketing and Customer Relationship Management

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Juta and Company Ltd, 2008 - Business & Economics - 216 pages
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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.

 

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Contents

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
Stakeholders in Relationship Marketing 155
Planning a CRM Strategy 173
Implementing CRM in an Organisation 199
Index 214
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About the author (2008)

Annekie Brink is a former associate professor at the University of South Africa. Her fields of specialization include consumer behavior, retailing, and customer relationship management. Adele Berndt is a professor of marketing at the University of Johannesburg. Her teaching and research specializations include services marketing and relationship marketing.

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