Successful Customer Relationship Marketing New Thinking, New Strategies, New Tools for Getting Closer to Your Customers

This volume takes an in-depth look at what companies all over the world are doing to achieve this and shows what tools and techniques are actually bringing results. It is divided into four parts: Customer Knowledge - how companies interpret and make use of customer data; Strategy and Technology - how e-business thinking and new technologies are used for managing customers; Implementation -considers how to translate theory and technology into improved (global) customer management; and Sector Studies.