Overview

This is a succinct and at times radical guide to achieving the benefits of customer relationship management (CRM) at a fraction of the cost. Many CRM strategies can cost millions of pounds and take many years to implement. Marketing theory is organic, diverse and constantly presenting new challenges. This book does not seek to debunk any of this existing theory. Instead, it shows how real, bottom-line benefits can be quickly achieved by offering a unique customer experience and adopting a single view approach to customer, product and relationship information. It features several case studies. Intended for any business or marketing manager who wants to increase the speed with which they can demonstrate a return on their marketing spend, it is also an insightful and provoking text for any student of marketing.

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9780852976821

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Tomas Haeger and Ralf Blomqvist of Customerview Solutions AB in Sweden have first hand experience in implementing development strategies of many leading companies.

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