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The CRM Handbook A Business Guide to Customer Relationship Management

ISBN: 9780201730623 | 0201730626
Edition: 1st
Format: Paperback
Publisher: Addison-Wesley Professional
Pub. Date: 8/9/2001

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The author takes on a cross-functional view of planning and implementing a CRM program from both technical and business vantage points. This book introduces CRM in a concise and easy-to-understand way. It will take on some of the well-worn buzzwords and put them in context and offer real case studies of both CRM successes and failures. It will also cover the range of CRM applications, from sales force automation to help desk support, to marketing automation, to e-CRM, and beyond


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