Тұтынушымен қарым-қатынас менеджменті: ұғымдар мен технологиялар. Төртінші басылым
Authors: Battle Francis, Maclan Stan
ISBN: 978-601-7621-25-4
Language: Kazakh
Publisher: Almaty: OF “National Translation Bureau”
Year: 2020
Number of pages: 444
This work systematizes the field of consumer relationship management, theories and conclusions related to it. The book considers building customer relationships to create value as a core business strategy and explains the concept of customer relationship management (CRM), its benefits, applicable conditions, technologies and strategies. At the same time, the stages of consumer access, retention and relationship development are comprehensively covered, demonstrating how the areas of consumer-related data collection, application and marketing, sales, information technology, HR management, service, accounting and strategic management are linked in these processes. The work, consisting of 15 chapters, is complemented by case studies, specific examples related to each topic.
The textbook is intended for students studying economics, management, marketing, Finance, teachers, and the general public interested in this topic.