Up close & personal? : customer relationship marketing @ work (2nd ed)

Based on worldwide research into customer relationship marketing (CRM) supported by IBM, this book brings together the work of four experts in the field of CRM: Gamble, Stone, Woodcock and Foss.

It aims to provide practical new insights into effective customer-relationship marketing by looking at: strategies, policies and plans; measuring impact; segmentation; the implementation programme; customer loyalty and continuity; transparent marketing; data management; and managing good and bad customers.

This new edition, which includes a new free CD-ROM, features new and updated case studies and extra material on data management in the financial-services sector.