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Strategic Customer Management Integrating Relationship Marketing and CRM

‘Adrian Payne and Pennie Frow have written the best guide to understanding customer
relationship management strategy. They have provided an excellent framework and illustrate
it with a rich set of cases that both students and managers would profit from reading.’
Philip Kotler, S. C. Johnson & Son Distinguished Professor of International Marketing,
Kellogg School of Management, Northwestern University
‘Relationship Marketing and CRM have until now been treated as two separate processes, even
though all the evidence points to the fact that most CRM systems fail because of a lack of
understanding of customer needs. Adrian Payne and Pennie Frow have brought the two
domains together under a title which makes sense – Strategic Customer Management –
which from the very beginning should have been the whole purpose of CRM.’
Malcolm McDonald, Emeritus Professor, Cranfield School of Management, Cranfield
University, and Chairman, Brand Finance PLC
Strategic Customer Management is the most comprehensive treatise on Customer Centric
Marketing. It provides insightful understanding of how to create value for customers and
also for the company. I congratulate Adrian Payne and Pennie Frow for an outstanding
contribution to both marketing discipline and practice.’
Jagdish N. Sheth, Charles H. Kellstadt Chair of Marketing, Goizueta Business School,
Emory University
‘This book is a comprehensive guide to building shareholder value through long-lasting
relationships with all kinds of customers.’
James Heskett, Baker Foundation Professor Emeritus, Harvard Business School, and
author of The Culture Cycle
‘Strategic Customer Management takes a thorough, relational approach to the customer. By
integrating relationship marketing with CRM and adding a service perspective on business, it
goes far beyond conventional marketing books. It provides a comprehensive approach to how
a firm can understand and manage customers in the contemporary competitive environment,
where traditional marketing models are increasingly less effective.’
Christian Grönroos, Professor of Service and Relationship Marketing, Hanken School of
Economics, Finland
‘As Peter Drucker says, “There is only one definition of business purpose: to create a customer.”
If you agree with Drucker, and desire a competitive advantage, consider the strategic fundamentals and execution techniques outlined in Strategic Customer Management: Integrating
Relationship Marketing and CRM’.
Jim Guyette, President and CEO Rolls-Royce, North America

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