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Customer Relationship Management: Integrating Marketing Strategy and Information Technology

 
 
 
 
Customer Relationship Management: Integrating Marketing Strategy and Information Technology
Author: William G. Zikmund - Raymond McLeod Jr. - Faye W.
ISBN 13: 9780471271376
ISBN 10: 471271373
Edition: 1
Publisher: Wiley
Publication Date: 2002-12-16
Format: Paperback
Pages: 208
List Price: N/A
 
 

Customer relationship management (CRM) is one of the hot topics in marketing and information systems today. Customer relationship management is a business strategy that provides the enterprise with a complete, dependable, and integrated view of its customer base. A CRM system brings together lots of pieces of information about customers, sales, market trends, marketing effectiveness and responsiveness. CRM helps companies improve the profitability of their interactions with customers while at the same time making those interactions appear friendlier through individualization. CRM's purpose is to enhance customer satisfaction and retention by alignment of customer business processes with technology integration.
As the Internet and digital technology change the ways business is conducted, the academic disciplines of information technology and marketing are merging. As a result, experiments with new and modified courses are being taught at many innovative universities at the forefront of this change.