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CRM
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Redefining Customer Relationship Management
To order this title, and for more information, click here
By
Jeffrey Peel, Owner, CRM and marketing consultancy practice, Quadriga Consulting, based in the UK.
Reviews
"I have long maintained that in a global market liberalized by free trade policies and advanced communications technology, there remains
just one powerful regulatory force?the customer. In this book, Jeffrey Peel has taken a close look at customer relationship management
from the perspective of large distributed companies. This is a novel approach, not really covered by dot-com/IT-based definitions. The
refreshing difference is that Peel appears to understand the difficulties and suggests practical methods to do things better."?Lord Marshall
of Knightsbridge, Chairman, British Airways Plc
"In this book, Jeff Peel combines the deep insights of an experienced market researcher
with the practical understanding of how technology can be applied to CRM to provide a truly original work. He provides a wholly new focus
on how CRM impinges on marketing processes, which provides a particular challenge for marketeers and CRM practitioners to review the
way they look at their separate disciplines. This book is for those marketeers, CRM practitioners, students, and academics who want to
challenge the established preconceptions of what CRM is about."?Peter Hutton, Deputy Managing Director, Market & Opinion Research International
(MORI), London
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