3 Review(s)

This book is designed to be a comprehensive book on Customer Relationship Management for the management students and working executives. It discusses the core areas of relationship marketing - customer engagement, service profit chain, customer loyalty, customer retention strategies and reasons for customer defection. It is an attempt to blend theory with practical concepts. It also introduces the readers to various CRM soft wares which are used for relationship management and the comparative advantages and disadvantages of each. This book will surely help the reader understand CRM elements for success in varied service sectors.