How to Keep Your Customers

Author: Jeffrey Peir
Publisher:
Publish Date: 2004-05-01
Features: Jeffrey Peir demonstrates the insight and understanding of a seasoned market researcher in the book, pointing out how to creatively work with advanced technology. He presents a fresh perspective on the impact of CRM on the marketing process, challenging both producers and CRM practitioners to re-examine the principles they follow. This book is suitable for business professionals, CRM practitioners, and scholars who are learning or aspiring to challenge the established CRM theories. The concepts proposed in this book suggest that customer relationship management, as both a technology and a corporate philosophy, is continuously improving. Customers are increasingly defining the nature of the relationship. Therefore, "managing customer relationships" might be a more appropriate term. However, since "customer relationship management" is the term chosen by suppliers, consultants, and analysts, this book adheres to this terminology.