Romancing the Customer: Maximizing Brand Value Through Powerful Relationship Management Romancing the Customer: Maximizing Brand Value Through Powerful Relationship Management- by Paul Temporal, Martin Trott
Agruably the greatest book ever written on brand-based CRM and customer relationship building. The first to look at CRM from the brand and relationship side, which is often overlooked and oversimplified at practitioners peril.
"...I would recommend this book to anyone who is relatively new to CRM..." (Journal of Consumer Marketing)
Provides a fresh, international perspective on building customer relationships and building brand equity Customer relationship management (CRM) is one of the hottest topics in strategic branding worldwide, and, as the authors of this groundbreaking book demonstrate, the most innovative CRM techniques are developed at transnational corporations challenged with maintaining relationships with an ethnically very diverse customer base. The first book to provide a truly international perspective on customer relationship management, Romancing the Customer draws on case studies from around the world to describe cutting-edge CRM techniques currently used by many of today's most high-powered global enterprises. Paul Temporal and Martin Trott reveal the strategies behind some of the most successful initiatives of recent years.
Hardcover: 250 pages
Publisher: John Wiley & Sons; International Ed edition (May 22, 2001)