Written with undergraduate and postgraduate students in mind, this second edition provides new perspectives on the meaning of marketing. Delineating the basic p

This HOTT Guide defines CRM from different points of view: sales, marketing, customer support and technology. By presenting white papers on the technology, busi

Relationship marketing is considered by most major corporations to be one of the keys to unlocking the full power of e-commerce in the 21st century. In order th

Relationship marketing and customer relationship management (CRM) can be jointly utilised to provide a clear roadmap to excellence in customer management: this

CRM first entered the business vocabulary in the early 90’s; initially as a systems driven technical solution. It has since escalated in importance as system