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9780749446918

Up Close & Personal? Customer Relationship Marketing @ Work

Up Close & Personal? Customer Relationship Marketing @ Work
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  • ISBN-13: 9780749446918
  • ISBN: 0749446919
  • Edition: 3
  • Publication Date: 2006
  • Publisher: Kogan Page, Limited

AUTHOR

Stone, Merlin, Woodcock, Neil, Foss, Bryan

SUMMARY

Up Close & Personal Customer Relationship Marketing @ Work Third edition Paul R Gamble Merlin Stone Neil Woodcock Bryan Foss REAR COVER: "This book should be read by all marketing, sales, service and advertising practitioners whether they want an introduction to CRM or whether they are assessing how much further it can be developed." Marketing magazine "Up Close and Personal? provides practical new insights into effective customer relationship marketing. Based on worldwide research and supported by IBM, this book provides a combination of marketing theory, practical guidance, case studies and implementation techniques, while emphasizing the need for constant re-evaluation." Customer Services Magazine "Bryan Foss and Merlin Stone bring to this subject a deep intellectual insight, backed up by years of real front-line experience working with the senior business officers across many industries, countries and cultures." Dr Anthony Marsella, CMO, Samsung Electronics UK Customer Relationship Marketing (CRM) remains the biggest marketing revolution yet, swept to the forefront of management thinking by the power of technology. Although founded on apparently simple principles involving keeping in touch with, and responding to, customers, many companies still shy away from the task of building a relationship with thousands, or even millions, of people. Drawing on worldwide research into CRM, and endorsed by the Chartered Institute of Marketing, Up Close and Personal? brings together the work of four leading experts in the field: Gamble, Stone, Woodcock and Foss. The fully updated new edition contains material on topics including: consumer attitude; retail globalization; marketing effectiveness. competition; brand management; Up Close and Personal? is essential reading for marketing, sales, service and advertising professionals. Professor Paul R Gamble runs his own consultancy working in international and relationship marketing, information services strategy and knowledge management. Professor Merlin Stone is a director of WCL (www.w-c-l.com) and is one of the UK's most experienced consultants, lecturers and trainers in CRM and database marketing. Neil Woodcock is also a director of WCL and is the co-founder of CMAT (the capability management assessment and global benchmarking tool). Bryan Foss is director of www.FossInitiatives.com and a non-executive director and adviser to the CEOs of a portfolio of fast growing international companies based in Europe and the United States.Stone, Merlin is the author of 'Up Close & Personal? Customer Relationship Marketing @ Work', published 2006 under ISBN 9780749446918 and ISBN 0749446919.

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