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Ronald S. Swift

Accelerating Customer Relationships: Using CRM and Relationship Technologies

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ISBN: 0130889849
Издательство: Prentice Hall PTR
Год издания: 2000
Страниц: 512
Preface Corporations that achieve high customer retention and high customer profitability aim for: ALIGN="center">The right product (or service), to the right customer, at the right price, at the right time, through the right channel, to satisfy the customer's need or desire. Information Technology in the form of sophisticated databases fed by electronic commerce, point-of-sale devices, ATMs, and other customer touch points is changing the roles of marketing and managing customers. Information and knowledge bases abound and are being leveraged to drive new profitability and manage changing relationships with customers. The creation of knowledge bases, sometimes called data warehouses or Info-Structures, provides profitable opportunities for business managers to define and analyze their customers' behavior to develop and better manage short- and long-term relationships. Relationship Technology will become the new norm for the use of information and customer knowledge bases to forge...