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
Promotional Information
The only comprehensive academic text in English to cover the entire
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