The textbook is lively and will hold students' interest with its unusual and interesting vignettes from the gaming, hotel, banking, airline, charge-card, supermarket, retailing, and package goods industries. This book acquaints students with the various approaches and applications but does not dwell on the underlying statistics. A second approach focuses on the strategic side of customer relationship management. The text provides students with an understanding of Customer Relationship Management and its application in the business fields of marketing and sales.
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1 of 1 people found the following review helpful:
4.0 out of 5 stars
textbook,
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This review is from: Principles of Customer Relationship Management (Hardcover)
Book arrived in better condition than expected and in less time than stated which was great since it was for a class I was taking.
1 of 1 people found the following review helpful:
4.0 out of 5 stars
Decent Primer on CRM,
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This review is from: Principles of Customer Relationship Management (Hardcover)
This textbook was required for a graduate-level course I took in CRM. The course and the instructor were terrible, but the book was the saving grace. I've only read one other book on customer relationship management (not a textbook), so I didn't have a lot to compare it to. Neverless, I found a lot of valuable information here. The book is very easy-to-read, though it's sometimes redundant and could use a little streamlining. One of the things that I appreciated was that the book focuses more on the processes of CRM, rather than just the technology. The other thing I really appreciate is the practicality of the book: a great deal of the information is actionable in the real-world. I'd recommend the book for anyone just getting started in any customer-facing or customer-analysis role; I'd also recommend it for anyone considering the implementation of a new CRM technology system.
Rick Wingender / Knoxville, TN
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- The Timid Corporation: Why Business is Terrified of Taking Risk by Benjamin Hunt in Back Matter
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