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Customer Relationship Management – Concept, Strategy, and Tools, 3rd Edition

 Author: V. Kumar, Werner Reinartz  Publisher: © Springer-Verlag GmbH  Published: January 17, 2018  ISBN: 978-3-662-55381-7  Pages: 422  Country: Germany  Language: English  View

Customer relationship management (CRM) as a strategy and as a technology has gone through an amazing evolutionary journey. After the initial technological approaches, this process has matured con- siderably  – both from a conceptual and from an applications point of view. Of course this evolution continues, especially in the light of the digital transformation.

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