Relationship Marketing and Customer Relationship Management 3e (WebPDF)


Available
    Edition: 3rd Edition
  • Format: eBook
  • ISBN: 9781485104957
  • Extent: 284 pages
  • Published:
  • Category: Marketing

R515.00



The development of Relationship Marketing (RM) and Customer Relationship Management (CRM) has forced a change in thinking among marketers about the meaning of marketing and its role and function within an organisation.

One such change is the way in which organisations relate to their customers. Organisations today need to adopt a more focused approach to interacting with customers while also developing clear strategies for building relationships not only with these customers but with all stakeholders.

  • PART 1 Building blocks of Customer Relationship Marketing
  • CHAPTER 1 The nature of Relationship Marketing (RM) and Customer Relationship Management (CRM)
  • CHAPTER 2 Building relationships
  • CHAPTER 3 Service issues in RM and CRM
  • PART 2 The markets of CRM
  • CHAPTER 4 Internal marketing
  • CHAPTER 5 One-to-one marketing and mass customisation
  • CHAPTER 6 Business-to-business (B2B) marketing
  • CHAPTER 7 Stakeholders in Relationship Marketing
  • PART 3 The management of CRM
  • CHAPTER 8 Planning a CRM strategy
  • CHAPTER 9 Implementing CRM in an organisation
  • CHAPTER 10 Technologies and metrics in CRM

This newly updated South African book was written with undergraduate and postgraduate students in mind, and is therefore both highly informative and practical in its approach.

It will also further inform practising marketers about the complex world of RM and CRM.

  • the basic principles of RM and CRM in building relationships with a variety of stakeholders
  • the essential ingredients of excellent customer service
  • focusing on individual customers
  • how to plan and implement a CRM strategy
  • how to make the best use of technology and evaluatethe success of a RM/CRM strategy.

This product does not have any reviews yet - be the first to write one.

The development of Relationship Marketing (RM) and Customer Relationship Management (CRM) has forced a change in thinking among marketers about the meaning of marketing and its role and function within an organisation.

One such change is the way in which organisations relate to their customers. Organisations today need to adopt a more focused approach to interacting with customers while also developing clear strategies for building relationships not only with these customers but with all stakeholders.

  • PART 1 Building blocks of Customer Relationship Marketing
  • CHAPTER 1 The nature of Relationship Marketing (RM) and Customer Relationship Management (CRM)
  • CHAPTER 2 Building relationships
  • CHAPTER 3 Service issues in RM and CRM
  • PART 2 The markets of CRM
  • CHAPTER 4 Internal marketing
  • CHAPTER 5 One-to-one marketing and mass customisation
  • CHAPTER 6 Business-to-business (B2B) marketing
  • CHAPTER 7 Stakeholders in Relationship Marketing
  • PART 3 The management of CRM
  • CHAPTER 8 Planning a CRM strategy
  • CHAPTER 9 Implementing CRM in an organisation
  • CHAPTER 10 Technologies and metrics in CRM

This newly updated South African book was written with undergraduate and postgraduate students in mind, and is therefore both highly informative and practical in its approach.

It will also further inform practising marketers about the complex world of RM and CRM.

  • the basic principles of RM and CRM in building relationships with a variety of stakeholders
  • the essential ingredients of excellent customer service
  • focusing on individual customers
  • how to plan and implement a CRM strategy
  • how to make the best use of technology and evaluatethe success of a RM/CRM strategy.

This product does not have any reviews yet - be the first to write one.