TY  - BOOK
AU  - Kumar,Dinesh
TI  - Services marketing and customer relationship management
SN  - 9781774697320
U1  - 658.8/12 23
PY  - 2024///
CY  - Burlington, ON
PB  - Toronto Academic Press
KW  - Relationship marketing
KW  - Customer relations
N1  - Includes bibliographical references and index; Cover
Title Page
Copyright
About The Author
Contents
List of Figures
List of Table
List of Abbreviations
Preface
Chapter 1: Introduction To Services Marketing
Unit Introduction
1.1. Services Sector In The Global Economy
1.2. The Nature Of Services
1.3. Consumer Behavior In Services
1.4. The Services Marketing Mix
1.5. Services Marketing Strategy
1.6. The Service Product
Summary
Review Questions
Multiple Choice Questions
References
Chapter 2: Customer Relationship Management (CRM) In Services
Unit Introduction
2.1. Customer Experience Focus
2.2. Microsoft Dynamics CRM
2.3. Importance Of CRM In The Service Industry
2.4. Process Of Developing Customer Relationships
2.5. Major Application Components Of CRM System
2.6. Stages In The Customer Relationship Cycle
2.7. Sources Of Expectations

N2  - CRM enables businesses to build lasting relationships with both new and existing customers, while optimizing corporate efficiency. This book explores the key concepts of customer relationship management and provides practical tools and techniques for managing customer relationships. It also discusses the importance of effective service delivery and how it can be used to build strong customer relationships. With real-world cases and examples, this book is an essential resource for anyone interested in the field of services marketing and customer relationship management
ER  -