02098nam a22003258a 4500001001600000003000700016005001700023006001900040007001500059008004100074020002600115020002900141020003000170040002400200050002600224082001700250100002800267245013200295264005200427300005900479336002600538337002600564338003600590500007300626520092100699700002701620776003501647856007101682999001901753CR9781139057417UkCbUP20180107143416.0m|||||o||d||||||||cr||||||||||||110310s2013||||enk     s     ||1 0|eng|d  a9781139057417 (ebook)  z9781107014961 (hardback)  z9781107649224 (paperback)  aUkCbUPcUkCbUPerda00aHF5415.5 b.P395 201300a658.8/122231 aPayne, Adrian,eauthor.10aStrategic Customer Management :bIntegrating Relationship Marketing and CRM / [electronic resource]cAdrian Payne, Pennie Frow. 1aCambridge :bCambridge University Press,c2013.  a1 online resource (542 pages) :bdigital, PDF file(s).  atextbtxt2rdacontent  acomputerbc2rdamedia  aonline resourcebcr2rdacarrier  aTitle from publisher's bibliographic system (viewed on 09 Oct 2015).  aRelationship marketing and customer relationship management (CRM) can be jointly utilised to provide a clear roadmap to excellence in customer management: this is the first textbook to demonstrate how it can be done. Written by two acclaimed experts in the field, it shows how an holistic approach to managing relationships with customers and other key stakeholders leads to increased shareholder value. Taking a practical, step-by-step approach, the authors explain the principles of relationship marketing, apply them to the development of a CRM strategy and discuss key implementation issues. Its up-to-date coverage includes the latest developments in digital marketing and the use of social media. Topical examples and case studies from around the world connect theory with global practice, making this an ideal text for both students and practitioners keen to keep abreast of changes in this fast-moving field.1 aFrow, Pennie,eauthor.08iPrint version: z978110701496140uhttp://dx.doi.org/10.1017/CBO9781139057417zCambridge Books Online  c236767d236767