Customer Relationship Management Concept, Strategy, and Tools /

• Main Authors: Kumar, V. (Author), Reinartz, Werner (Author)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Berlin, Heidelberg : Springer Berlin Heidelberg : Imprint: Springer, 2012.
• Edition: 2nd ed. 2012.
• Series: Springer Texts in Business and Economics,
• Subjects: Business.; Marketing.; Management.; Business and Management.

Customer relationship management (CRM) as a strategy and as a technology has gone through an amazing evolutionary journey. The initial technological approach was followed by many disappointing initiatives only to see the maturing of the underlying concepts and applications in recent years. Today, CR...