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Customer Relationship Management: A Strategic Imperative in the World of E-Business

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In order to compete effectively in today's marketplace, organizations must be customer-focused, not product-focused. Customer relationship management (CRM) is the way to integrate this approach throughout an organization. This book covers all aspects of CRM, including developing a market-oriented strategy, innovation in products and services, sales and channels transformation, customer relationship marketing, and customer care. It shows how CRM links people, process, and technology to optimize an enterprise's revenue and profits and provide maximum customer satisfaction.

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