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Retaining Customers: Customer Relationship Management

Grahame R. Dowling

in The Art and Science of Marketing: Marketing for Marketing Managers

Published in print:
2004
Published Online:
October 2011
ISBN:
9780199269617
eISBN:
9780191699429
Item type:
chapter
Publisher:
Oxford University Press
DOI:
10.1093/acprof:oso/9780199269617.003.0011
Subject:
Business and Management, Marketing

This chapter looks in detail at customer relationship management (CRM) as a more holistic approach to customer retention. It is premised on the belief that developing a relationship with customers is ... More


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