Up Close and Personal?: Customer Relationship Marketing @ Work

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Up Close and Personal?: Customer Relationship Marketing @ Work image
ISBN-10:

0749430877

ISBN-13:

9780749430870

Edition: First Edition
Released: Jan 01, 2000
Publisher: Kogan Page.
Format: Hardcover, 358 pages
Related ISBN: 9780749438319

Description:

Establishing long-term relationships with customers is increasingly seen as being critical to business success -- this book goes one step further and shows how to implement it and reap the benefits, and it can reap enormous benefits, as some of the world's leading companies have shown. Wal-mart, for example, spent millions of dollars on developing its customer database which enabled it to personalise its communications. Is it coincidence that it became one of the world's most successful retail chains within a decade? Up Close and Personal? shows that there is no coincidence about it.

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