CUSTOMER RELATIONSHIP MANAGEMENT: INTEGRATING MARKETING STRATEGY AND INFORMATION TECHNOLOGY

Special Features: · This is a brief concepts text that can be used as the core text for a CRM course, or to supplement the CRM topic in related courses like marketing management, or sales management.· CRM is a cross discipline course combining elements of marketing and information technology - our authors are expreienced, well known authors from marketing (Zikmund) and information systems (McLeod) bringing the highest quality expertise to this emerging course.· This is the first text of its kind. CRM is an emerging field with new course being developed.