Up Close and Personal?: Customer Relationship Marketing @ Work

Paul R Gamble

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Customer Service Quality and Loyalty Marketing and Advertising Strategies Customer churn and segmentation

Abstract

Based on worldwide research into customer relationship marketing (CRM) supported by IBM, this book brings together the work of four experts in the field of CRM: Gamble, Stone, Woodcock and Foss. It aims to provide practical new insights into effective customer-relationship marketing by looking at: strategies, policies and plans; measuring impact; segmentation; the implementation programme; customer loyalty and continuity; transparent marketing; data management; and managing good and bad customers. This new edition, which includes a new free CD-ROM, features new and updated case studies and extra material on data management in the financial-services sector.

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2001The strategic value of direct marketing: What are we good at? Part 1

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