Customer Relationship Marketing: Customer-Centric Processes for Engendering Customer-Firm Bonds and Optimizing Long-Term Customer Value
نویسنده
چکیده
منابع مشابه
Managing Customer Relationships
The customer relationship management (CRM) literature recognizes the long-run value of potential and current customers. Increased revenues, profits, and shareholder value are the result of marketing activities directed toward developing, maintaining, and enhancing successful company–customer relationships. These activities require an in-depth understanding of the underlying sources of value tha...
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