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Strategic Customer Management: Integrating…

Strategic Customer Management: Integrating Relationship Marketing and CRM (edition 2013)

by Adrian Payne, Pennie Frow

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Title:Strategic Customer Management: Integrating Relationship Marketing and CRM
Authors:Adrian Payne
Other authors:Pennie Frow
Info:Cambridge University Press (2013), Paperback, 542 pages
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Strategic Customer Management Integrating Relationship Marketing and CRM by Adrian Payne

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"The strategic management of customer relationships is a critical activity for all enterprises. The means of effectively managing relationships with customers are typically addressed under the headings of relationship marketing and customer relationship management (CRM), to name but two terms used to describe the management of customer relationships"--… (more)

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