Relationship Marketing Fundamentals

ISBN-13: 9786206297994 / Angielski / Miękka / 84 str.

Flávio Brambilla

Opis

Relationship Marketing, through Customer Relationship Management (CRM) applications, is a practice guided by marketing philosophy and strategies. It is applicable through technological support, and is at the threshold of the areas of Administration and Information Technology. In order to better understand the attributes required for the effectiveness of these practices, with a greater organisational scope, and greater capacity for information on customer behaviour, it is necessary to understand that CRM is not limited to technological support, but constitutes a business philosophy and lasting relationships with customers. This book presents in a simplified way the foundations on which CRM is based.

O autorze

Flávio Régio Brambilla holds a PhD in Business Administration and a Master's degree in Business Administration: Marketing. Administrator with specialisations in areas of organisational management and educational management. Researcher and Professor of the Master in Administration at the University of Santa Cruz do Sul (UNISC), area of concentration in Strategic Marketing Management.