000			nam a22 7a 4500
999			_c39448 _d39448
008			190403b2016 xxu||||| |||| 00| 0 eng d
020			_a9780199456758
082			_a658.812 MUL-N
100			_aMullick, N. H.
245			_aCustomer relationship management / _cN. H. Mullick
260			_aIndia _bOxford _c2016
300			_a360 p.
365			_aINR _b399.00
500			_aCustomer Relationship Management (CRM) is a comprehensive textbook designed to meet the needs of postgraduate management students specializing in marketing. It explains the concepts and application of CRM through numerous examples, exhibits, and cases. The book is divided into four parts comprising twelve chapters. Part I on CRM Concepts and Processes introduces the subject and establishes the importance of understanding and collaborating with customers. Part II on Analytical CRM discusses database management, data mining, and analysis. Part III on CRM Operations discusses the methods to design loyalty programs and role of marketing channels in CRM. The final part (IV) on CRM: Technology, Implementation and Applications includes discussions, technological developments of CRM, need for its implementation in the services sector and its assessment. Besides students, the book with its application-oriented approach would also be useful to CRM professionals.
650			_aRelationship Marketing
650			_aMarketing