Publisher's Synopsis
About the series:
Aimed at both senior managers and consultants, The Management Consultancies Association series provides practical and comprehensive guides that describe how key management ideas can be applied in reality.
About the book:
It's time to rethink Customer Relationship Management- not as a discrete technology strategy, or as
a stand alone marketing tool. Increasingly demanding customers and intense competition require that customer strategy becomes an integral and high profile component of corporate strategy. This book is for people who understand their business but who want to know how customer-related ideas, tools and technologies can be used in the real world, to help create shareholder value.
