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Business & Management - Marketing | Customer Relationship Management (Reviews)

Customer Relationship Management

Concept, Strategy, and Tools

Kumar, V., Reinartz, Werner

Original edition published by John Wiley & Sons, Inc., 2006. ISBN 0-471-27133-0

2nd ed. 2012, XXXIII, 379 p. 115 illus.

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From the reviews of the second edition:

“I highly recommend this book, for everyone that works or study marketing, business strategy or is interested in CRM, it’s a must have! The book provides a nice integration of academic thinking and practical CRM strategy and implementation. On the end of each chapter the authors included a Reference list, which is great specially if you are using the book for research and also on chapter 4 they have some exercises questions.” (inspireandaction.wordpress.com, 2013)

 

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