Haute école de gestion de Genève
Infothèque
Campus de Battelle
Bâtiment F, 4ème étage
Rue de la Tambourine 17
CH-1227 Carouge, Suisse
"Most businesses know that how they manage their relationships with their customers is vital to their success. Yet the field of Customer Relationship Management lacks proper academic coverage. Ed Peelen's Customer Relationship Management is the only comprehensive academic text in English to cover the entire scope of CRM. This fully updated second edition cements its position as essential reading for anyone who wants to understand this continually evolving field.
Addressing the strategic, organisational, commercial and technological aspects of CRM, Peelen brings a social psychology perspective, blending theory and practice to aid a full understanding of the subject. The book is geared towards advanced undergraduates and MBA students, but is ideal for anyone taking courses in customer relationship management, relationship marketing, direct marketing or database management." [extrait de la 4e de couverture.]
PEELEN, Ed., BELTMAN, Rob. Customer relationship management. 2nd ed. Harlow : Pearson, 2013. 413 p.