Customer Relationship Management: Integrating Marketing Strategy and Information Technology

CUSTOMER - INFORMATION ABOUT PAST, PRESENT, AND POTENTIAL CUSTOMERS IS THE HEART OF SOUND STRATEGIC PLANS. To develop an integrated view of the customer base, successful executives must understand both marketing concepts and information system architecture. This groundbreaking book explores the emerging field of customer relationship management (CRM) from the crossroads of marketing strategy and information technology. Business students and executives will appreciate both the treatment of relevant marketing and information systems concepts and the coverage of practical techniques for the creation of a successful CRM system.William G. Zikmund is the author of 'Customer Relationship Management: Integrating Marketing Strategy and Information Technology', published 2002 under ISBN 9780471271376 and ISBN 0471271373.