Customer Relationship Marketing: Get to Know Your Customers and Win Their Loyalty (Marketing in Action Series) - Softcover

Stone, Merlin; Woodcock, Neil; Machtynger, Liz

Softcover

ISBN 10: 0749427000 ISBN 13: 9780749427009

Publisher: Kogan Page Business Books, 2000

As major corporations work to unlock the full power of e-commerce they are realizing that customer relationship marketing is an important key: only by forming a lasting relationship with each individual can they target their customers effectively.

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About the Author:

Merlin Stone is IBM Professor of Relationship Marketing at Bristol Business School, University of the West of England. He is Business Research Leader with IBM's Business Consulting Services and author of over twenty books on marketing & customer service, including Up Close & Personal, CRM @ Work, Successful Customer Relationship Marketing, CRM in Financial Services and The Customer Management Scorecard, all published by Kogan Page.

Review:

""Always invigorating and challenging, Merlin [Stone] has that rare blend of hard-earned wisdom and clarity of vision that makes his work so significant ... and so effective."" -- Charles Arthur, Executive Director, Miller Freeman Direct.

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