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Augmented Customer Strategy : CRM in the Digital Age.
・ISBN 978-1-78630-372-1 hard US$ 177.95
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電子版あり 大学・学術機関向け電子ブック（eBook）ISBN 978-1-119-61832-4
| 著者・編者 | N'Goala, Gilles / Pez-Perard, V. / Prim-Allaz, I., |
|---|---|
| シリーズ | Innovation, Entrepreneurship and Management Series |
| 出版社 | (Wiley-ISTE, UK) |
| 出版年月 | 2019 |
| ページ数 | 326 pp. |
| 言語 | ENG |
| ニュース番号 | ＜654-L1423 654-P2592＞ |
解説
Digital transformation is shaping a new landscape for businesses and their customers. For marketing professionals, advancing technology (artificial intelligence, robots, chatbots, etc.) and the explosion of personal data available present great opportunities to offer customers experiences that are ever richer, more fluid and more connected. For customers, this ecosystem is synonymous with new roles. They are more autonomous and have power alongside the company: they influence, innovate, punish and more. These developments push companies to implement new customer strategies.
It is in this context, marked by pitfalls and paradoxes, that the authors of this book reflect on the customer relationship, what it has become and what it will be tomorrow. The book provides practitioners, teacher-researchers and Master's students with a state of the art and a prospective vision of customer relations in a digital world. It is aimed at those who want to gain an up-to-date understanding of the field and find all the keys needed to project themselves into the future.