商品詳細

`A truly insightful book laced with numerous examples... The host of practical insights, meticulously documented, will resonate very well and should push one to soul search on the way on is handling one's customers' - Lloyd Mathias, Executive Vice President - Marketing, Pepsi Cola India

`Began browsing... and felt like a CRM guru by the end of the day! Unputdownable!' - Amrit Kiran Singh, VP and Area Director, Brown Forman Eurasia and Africa

Written in an accessible and user-friendly style this book discusses the beginnings of customer relationship management (CRM) using India as an example of an expanding `customer care' service provider and analyzes the growing need for better customer understanding to build successful enterprises.

It focuses on an integrated approach to CRM and the tools required for practising it, including: database management; call centres; customer relationship management technologies; and soft skills/communication.