is structured around the author's own 'CRM Value Chain' model, and addresses what it sees as the core issues of CRM:
* Who should companies serve?
* How can they get to know these customers better?
* What value should be offered to these customers
The book embraces both the theoretical background and the practical implementation of CRM strategy. It is also cross-functional - comprising elements of marketing, accounting, human resources, information technology and strategic management - to ensure that it provides a comprehensive and fully developed introductory text which is equally relevant for students and practitioners of CRM.