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Integrating relationship marketing and CRM, this textbook offers a comprehensive exploration of how these concepts interact in real-world scenarios. It features case studies from various countries, bridging the gap between theoretical frameworks and practical applications. This unique approach provides valuable insights for students and professionals looking to understand the global landscape of marketing strategies.
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Strategic Customer Management, Adrian Payne, Pennie Frow
- Language
- Released
- 2017
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- (Paperback)
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