Abstract
Customer Relationship Management
Highlights
Customer Relationship Management (CRM) is a comprehensive textbook targeted at students of management especially with marketing as specialization
There are four chapters in this part which take us from the evolution of relationship marketing across organizations to the transition from focusing on the productto the customer
The various concepts and issues discussed in the first part include the adoption and growth of relationship marketing to achieve competitive advantage; amalgamation of people, processes, and technology for optimum results leading to organizational success; lifetime value of customers and shift from product centric organizations to customer centric organizations
Summary
Customer Relationship Management (CRM) is a comprehensive textbook targeted at students of management especially with marketing as specialization. The salient features of this textbook could be broadly classified as follows: a.Detailed discussions on contemporary CRM and CRM related topics. E.Use of numerous contemporary situations and examples to help readers understand various issues and challenges in modern day Customer Relationship Management. The first part (Part 1) titled as Customer Relationship Management:
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