Overview

Relationship Management: Building Brand through Customer Advocacy This book offers a comprehensive and impartial exploration of Customer Relationship Management (CRM), emphasizing its strategic role in brand building and business growth by positioning customers as brand ambassadors. It covers CRM concepts, benefits, technologies, and implementation strategies aligned with marketing, sales, and service goals across the customer lifecycle. Appropriate for students, professionals, and industry leaders, the book blends academic rigor with practical relevance. While CRM technologies are discussed, the focus remains on their managerial application to enhance customer understanding and organizational success. Readers can begin from any chapter, making it accessible to varied interests and preferences.

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