![]() Ed Peelen’s Customer Relationship Management is the only comprehensive academic text in English to cover the entire scope of CRM. ![]() Yet the field of Customer Relationship Management lacks proper academic coverage. Most businesses know that how they manage their relationships with their customers is vital to their success. ![]() This CRM “bible” provides vision in establishing the backbone of any company’s CRM programme.’ Gerard Struijf, Chairman PvKO (Platform for Customer-Centric Entrepreneurship), former Senior Manager CRM, PricewaterhouseCoopers, the Netherlands ![]() The book kept me on track and saved me from operational pitfalls. This book establishes the need for CRM strategies not only to be developed, but to be consistently used as an aid to long-term organisational profitability.’ Dr John Oliver, Associate Professor, The Media School, Bournemouth University, UK ‘This book inspired me during the defining process … of our CRM implementation at PricewaterhouseCoopers in the Netherlands. But a constant factor is the inspiration Ed Peelen provides by combining solid theoretical knowledge with practical examples and business applications.’ Hans Zijlstra, Head of Customer Insight, Air France-KLM ‘This book recognises the major shortcomings of most CRM books – that is, the focus on the tactical, systems approach to managing customers. ‘CRM has gone through many changes and developments over the years.
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June 2023
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