customer value as the guiding concept for marketing decisions. Exhaustive case studies, mini cases and real-world illustrations … -- Impact of CRM on Marketing Channels -- CRM Issues in the Business-To-Business Context -- Customer Privacy Concerns and …

practices in implementing customer engagement marketing strategies. Responding to the rapidly changing business landscape where … marketing. The book will appeal to academics, practitioners, consultants, and managers looking to improve customer engagement. …

of CRM as well as instructors of applied statistics and quantitative marketing courses will benefit from this book. …

Preface -- 1 The Role of CRM -- 2 Relationship Marketing -- 3 Strategic CRM -- 4 Implementing the CM Strategy -- 5 CRM … value as the guiding concept for marketing decisions. The goal of the book is to serve as a comprehensive and up …