Managing Customer Relationships: Concepts, Strategies, and Tools

Managing Customer Relationships: Concepts, Strategies, and Tools is a textbook that covers the fundamental principles and practices of customer relationship management (CRM). The book is written in a clear and concise style, and it is designed to be accessible to students and professionals with a variety of backgrounds, including marketing, business, and information technology.

The book begins with an overview of the field of CRM and its importance in the modern business world. It then discusses the different types of CRM systems and the benefits that they can offer businesses.

The book also covers a variety of specific CRM topics, such as:

Customer lifetime value
Customer loyalty
Database marketing
Marketing strategy

The book also includes a number of chapters on more advanced topics, such as:

CRM analytics
Social CRM
Mobile CRM