Customer Relationship Management

Alexander Chernev‏

Cerebellum Press

اس ای بک کے بارے میں

Customer relationship management comprises a set of activities for managing a company’s interactions with its current and potential customers in a way that creates value for both the company and these customers. The key aspects of customer relationship management—managing customer loyalty, building customer equity, and designing a customer-centric organization—are the focus of this note. The discussion of customer relationship management is complemented by an overview of the key customer management metrics and a discussion of models for calculating lifetime customer value. This note is an excerpt (Chapter 20) from Strategic Marketing Management: Theory and Practice by Alexander Chernev (Cerebellum Press, 2019).