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Customer Relationship Management
Af: Samit Chakravorti Engelsk Paperback
SPAR
kr 84
Customer Relationship Management
Af: Samit Chakravorti Engelsk Paperback

Customer Relationship Management: A Global Approach provides a uniquely global, holistic, strategic and tactical grounding in managing customer and other stakeholder experiences and relationships across the value chain, cultures and countries.

Reflecting the global structures of companies operating today, the author draws on his research knowledge alongside industry and teaching experience to connect Customer Relationship Management (CRM) core concepts, processes and strategies with international business opportunities and challenges, including globalization and cross-cultural marketing. Emphasis is placed on the need for developing cross-cultural skills and cultural intelligence for identifying and fulfilling cross country CRM opportunities, through analytical, strategic, operational and social CRM projects.

Written in an accessible style throughout, the eleven chapters provide ample depth to support a full course related to CRM, spanning:

·       CRM foundations
·       planning and implementation
·       managing stakeholder relationships
·       improving global CRM implementation

Wide-ranging case studies include: Royal Bank of Scotland, the Nike hijab, Instagram, HubSpot and the pharmaceutical industry in India.

The text will appeal to advanced undergraduate and graduate students studying CRM, Relationship Marketing and International Marketing, as well as CRM and marketing practitioners.

Samit Chakravorti is an Associate Professor of Marketing at Western Illinois University in the United States.
 
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Customer Relationship Management: A Global Approach provides a uniquely global, holistic, strategic and tactical grounding in managing customer and other stakeholder experiences and relationships across the value chain, cultures and countries.

Reflecting the global structures of companies operating today, the author draws on his research knowledge alongside industry and teaching experience to connect Customer Relationship Management (CRM) core concepts, processes and strategies with international business opportunities and challenges, including globalization and cross-cultural marketing. Emphasis is placed on the need for developing cross-cultural skills and cultural intelligence for identifying and fulfilling cross country CRM opportunities, through analytical, strategic, operational and social CRM projects.

Written in an accessible style throughout, the eleven chapters provide ample depth to support a full course related to CRM, spanning:

·       CRM foundations
·       planning and implementation
·       managing stakeholder relationships
·       improving global CRM implementation

Wide-ranging case studies include: Royal Bank of Scotland, the Nike hijab, Instagram, HubSpot and the pharmaceutical industry in India.

The text will appeal to advanced undergraduate and graduate students studying CRM, Relationship Marketing and International Marketing, as well as CRM and marketing practitioners.

Samit Chakravorti is an Associate Professor of Marketing at Western Illinois University in the United States.
 
Produktdetaljer
Sprog: Engelsk
Sider: 304
ISBN-13: 9781529767414
Indbinding: Paperback
Udgave:
ISBN-10: 1529767415
Kategori: Salg og marketing
Udg. Dato: 24 feb 2023
Længde: 21mm
Bredde: 186mm
Højde: 233mm
Oplagsdato: 24 feb 2023
Forfatter(e): Samit Chakravorti
Forfatter(e) Samit Chakravorti


Kategori Salg og marketing


Sprog Engelsk


Indbinding Paperback


Sider 304


Udgave


Længde 21mm


Bredde 186mm


Højde 233mm


Udg. Dato 24 feb 2023


Oplagsdato 24 feb 2023

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