Up Close & Personal

Customer Relationship Marketing (CRM) remains the biggest marketing revolution yet, swept to the forefront of management thinking by the power of technology. Although founded on apparently simple principles involving keeping in touch with, and responding to, customers, many companies still shy away from the task of building a relationship with thousands, or even millions, of people. Drawing on worldwide research into CRM, and endorsed by the Chartered Institute of Marketing, Up Close and Personal? brings together the work of four leading experts in the field. The fully updated new edition contains material on topics including: consumer attitude; competition; retail globalization; brand management; marketing effectiveness. Up Close and Personal? is essential reading for marketing, sales, service and advertising professionals