Customer Relationship Management: A Global Perspective

Customer Relationship Management combines marketing and relationship theory with practical advice to enable students and practitioners to understand the philosophy and significance of CRM. The book illustrates how leading companies are using techniques such as customer orientation, retention, global relationship management and performance management through the Balanced Scorecard to develop long-term, sustainable advantage.

Author: Gerhard Raab,Riad A. Ajami,G. Jason Goddard
Publisher: Routledge
Published: 04/28/2008
Pages: 216
Binding Type: Hardcover
Weight: 1.06lbs
Size: 9.21h x 6.14w x 0.56d
ISBN: 9780754671565

About the Author
Professor Gerhard H. Raab is based at the Transatlantic Institute, University of Applied Sciences, Ludwigshafen, Germany. Professor Riad A. Ajami is based at the Raj Soin College of Business at Wright State University in Dayton, Ohio, USA and Professor Vidyaranya B. Gargeya is based at the Bryan School of Business and Economics, University of North Carolina at Greensboro, USA. G. Jason Goddard is Vice President at Wachovia Corporation, Winston-Salem, North Carolina, USA.