Strategic Customer Management: Integrating Relationship Marketing and CRM
Strategic Customer Management by Adrian Payne and Pennie Frow delves into integrating relationship marketing and CRM to drive business success. It provides a comprehensive guide for professionals aiming to enhance customer engagement, loyalty, and value through strategic approaches. Ideal for marketers and business leaders focused on long-term customer relationships.
About This Book
Strategic Customer Management explores the integration of relationship marketing and customer relationship management (CRM) to enhance business strategies. It offers a framework for organizations to better understand and engage with their customers.
The book emphasizes practical approaches to managing customer interactions, drawing on established principles in marketing and technology. Readers gain insights into aligning CRM tools with broader relationship-building efforts.
With a focus on real-world application, it guides professionals in optimizing customer value and loyalty. The content is structured to support both theoretical understanding and actionable implementation in business settings.
Overall, it serves as a valuable resource for those seeking to elevate their customer management practices through integrated strategies.
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