One of the first books designed to develop an understanding of the pedagogy of managing customer relationships, with an emphasis on customer strategies and building customer value, Managing Customer Relationships features:
- Pioneering theories and principles of individualized customer relationships
- An overview of relationship theory
- Contributions from such revolutionary leaders as Philip Kotler, Esther Dyson, Geoffrey Moore, and Seth Godin
- Guidelines for identifying customers and differentiating them by value and need
- Tips for using the tools of interactivity and customization to build learning relationships
- Coverage of the importance of privacy and customer feedback
- Advice for measuring the success of customer-based initiatives
- Insight into the future and evolution of retailing
- An appendix that examines essential qualities in a firm’s customer relationship leaders, and that provides fundamental tools for embarking on a career in managing customer relationships and helping a company use customer value as the basis for executive decisions (cited from www.barnesandnoble.com)