<p>For Customer Relationship Management (CRM) courses at MBA and advanced undergraduate levels. Also suitable as a supplement for Marketing Strategy and Marketing Management courses. This concise new textbook by a team of award winning professors presents the concepts and analytic tools necessary to understand customer equity management. It's organized around a simple framework, the Strategic Customer Equity Management plan for developing profitable marketing strategies. Applied in its orientation, it contains a variety of practical tools including two cases on CD that use analytic software developed by the authors.</p>

Customer Equity Management

Business & Money

Rust, Roland T.

NARAYANDAS, DAS

Lemon, Katherine N.

Processes & Infrastructure

Pearson College Div

Anderson builds the book around a framework of understanding, creating, and delivering value.Viewed from an international perspective—rather than a purely American one—Business Market Management draws upon best business practices, allowing readers to understand cultural and regional differences. Topics include: market sensing, understanding firms as customers, crafting market strategy, managing market offerings, business channel management, gaining customers, and sustaining reseller and customer relationships.For marketing directors, marketing managers, employees in marketing departments, customer service representatives, and owners/managers of firms, international or American.

Business Market Management: Understanding, Creating, and Delivering Value (3rd Edition)

Anderson, James C.

Narus, James A.

Marketing & Sales

Pearson

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