Up Close & Personal?: Customer Relationship Marketing @ Work

Customer Relationship Marketing (CRM) revolutionized the way companies approach marketing. Based on worldwide research supported by IBM, "Up Close & Personal? "provides practical insights into effective customer relationship marketing. International case examples from Amazon, FedEx, Samsung, BT, and Lufthansa show how most successful companies are growing by strengthening their ties to customers. This edition features updated material on technology and customer management systems.