The broad foundation of this book is laid on the conceptual discussions on consumer theories and applied arguments on shifts in consumer behavior. This book dev

This book balances the behavioral and database aspects of customer relationship management, providing students with a comprehensive introduction to an often ove

This book introduces students to CRM (customer relationship management), a strategic methodology that's being embraced in increasing numbers by organizations lo

An essential guide to contemporary marketing that demonstrates, via case studies, the move towards marketing techniques that better reflect consumer needs

An essential guide to contemporary marketing that demonstrates, via case studies, the move towards marketing techniques that better reflect consumer needs. As t