Customer Relationship Marketing: Theoretical and Managerial Perspectives

By Naresh K Malhotra and James Agarwal

Book Overview

Customer relationship marketing (CRM) opportunities are embedded in the entire customer journey spanning several touch points across all stages including prepurchase, purchase, and postpurchase stage. Customer relationship marketing evolved from traditional marketing concept and has broadened its scope today, intersecting with the following domains, namely customer buying behavior process models, customer satisfaction and loyalty, service quality, customer relationship management tools and strategies, customer centricity, and customer engagement activities. A comprehensive, state-of-the-art textbook, Customer Relationship Marketing: Theoretical and Managerial Perspectives is organized as follows:

• Format: Paperback
• Language: English
• ISBN: 1944659749
• ISBN13: 9781944659745
• Release Date: December 2020
• Publisher: World Scientific Publishing Company
• Length: 372 Pages
• Weight: 2.10 lbs.
• Dimensions: 0.9" x 8.4" x 10.9"