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Customer Relationship Marketing: Theoretical and Managerial Perspectives by Naresh K. Malhotra, James Agarwal

Customer Relationship Marketing: Theoretical and Managerial Perspectives

by Naresh K. Malhotra , James Agarwal
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Book cover type: Hardcover
  • ISBN13: 9781944659714
  • Binding: Hardcover
  • Subject: N/A
  • Publisher: World Scientific Publishing Company
  • Publisher Imprint: World Scientific Publishing Company
  • Publication Date:
  • Pages: 372
  • Original Price: GBP 110.0
  • Language: English
  • Edition: N/A
  • Item Weight: 1157 grams
  • BISAC Subject(s): Marketing / General

Customer relationship marketing (CRM) opportunities are embedded in the entire customer journey spanning several touch points across all stages including prepurchase, purchase, and postpurchase stage. Customer relationship marketing evolved from traditional marketing concept and has broadened its scope today, intersecting with the following domains, namely customer buying behavior process models, customer satisfaction and loyalty, service quality, customer relationship management tools and strategies, customer centricity, and customer engagement activities. A comprehensive, state-of-the-art textbook, Customer Relationship Marketing: Theoretical and Managerial Perspectives is organized as follows:

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