Relationship marketing and customer relationship management

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Title:

Author:

Brink, A. (Annekie)

ISBN:

9780702177392

Publication Information:

Lansdowne, South Africa : Juta, 2008.

Physical Description:

216 pages : illustrations ; 25 cm

Contents:

Preface -- The nature of RM and CRM -- Building customer relationships -- Service issues in RM and CRM -- Internal marketing -- One-to-one marketing and mass customisation -- Business-to-business marketing (B2B) -- Stakeholders in relationship marketing -- Planning a CRM strategy -- Implementing CRM in an organisation.

Subject Term:

Relationship marketing.

Relationship marketing -- South Africa.

Customer relations -- Management.

Customer relations -- South Africa.

Added Author:

Brink, A. (Annekie)

Berndt, A. (Adele), 1966-

Electronic Access:

Klappentext
Table of contents http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&doc_number=017996959&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:GEN-BOOK	33168025432929	658.812 B858R 2008	1	Searching... Unknown
Searching... 1:IIEMSA	1:GEN-BOOK	33168025452521	658.812 B858R 2008	2	Searching... Unknown
Searching... 1:IIEMSA	1:GEN-BOOK	33168025489424	658.812 B858R 2008	3	Searching... Unknown
Searching... 1:IIESDN	1:GEN-BOOK	000008698	658.812 REL	1	Searching... Unknown
Searching... 1:RCPTA	1:GEN-BOOK	000030824	658.812 REL	1	Searching... Unknown
Searching... 1:VCCT	1:GEN-BOOK	000001884	658.812 REL	1	Searching... Unknown
Searching... 1:VCCT	1:GEN-BOOK	000004541	658.812 REL	2	Searching... Unknown
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Searching... 1:VCDBN	1:GEN-BOOK	000023569	658.812 REL	2	Searching... Unknown
Searching... 1:VCPMB	1:GEN-BOOK	000094330	658.81 REL	1	Searching... Unknown
Searching... 1:VCSD	1:GEN-BOOK	000050826	658.812 REL	1	Searching... Unknown
Searching... 1:VCSD	1:GEN-BOOK	000050979	658.812 REL	2	Searching... Unknown

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Summary

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.