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Part 1: Introduction Chapter 1: Customer-Supplier Relationships Chapter 2: Customer Relationship Management Part 2: Strategy and Organisation Chapter 3: CRM as an integral business strategy Chapter 4: The relationship oriented organisation Part 3: Intelligence Chapter 5: Customer knowledge strategy Chapter 6: Customer data management Chapter 7: Data analyses and datamining Chapter 8: Segmentation and selections Chapter 9: Retention and cross-sell analyses Chapter 10: Management reporting: measuring, learning and optimising Part 4: Marketing Chapter 11: The customer proposition Chapter 12: The relationship policy Part 5: Channels Chapter 13: Multi-channel management Chapter 14: Personal selling Chapter 15: Online environment Chapter 16: Contact Centre Management Part 6: CRM Systems and their implementation Chapter 17: CRM systems Chapter 18: Implementation of CRM systems Chapter 19: The future
The only comprehensive academic text in English to cover the entire scope of CRM is now fully updated to reflect advances and developments in this continually evolving field.