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This textbook uniquely combines relationship marketing with customer relationship management (CRM), offering a comprehensive approach to these interconnected fields. Featuring case studies from various countries, it bridges theoretical concepts with real-world applications, making it a valuable resource for understanding global marketing practices.
Nákup knihy
Strategic Customer Management, Adrian Payne, Pennie Frow
- Jazyk
- Rok vydania
- 2018
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- (pevná)
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- Titul
- Strategic Customer Management
- Jazyk
- anglicky
- Autori
- Adrian Payne, Pennie Frow
- Vydavateľ
- Cambridge University Press
- Rok vydania
- 2018
- Väzba
- pevná
- Počet strán
- 546
- ISBN13
- 9781107014961
- Kategórie
- Podnikanie a ekonómia
- Anotácia
- This textbook uniquely combines relationship marketing with customer relationship management (CRM), offering a comprehensive approach to these interconnected fields. Featuring case studies from various countries, it bridges theoretical concepts with real-world applications, making it a valuable resource for understanding global marketing practices.