Customer relationship management : methods, opportunities and challenges

"Customer relationship management (CRM) has evolved into a crucial strategic approach for businesses seeking to improve customer satisfaction, loyalty, and overall performance. This book endeavours to furnish a comprehensive overview of the strategies, possibilities, and difficulties linked with the implementation of CRM. Its goal is to explore essential facets of Customer Relationship Management, covering methods, opportunities, and challenges. It also encompasses a diverse range of conceptual and practical perspectives associated with CRM. Comprising of fourteen chapters, this collection offers valuable insights for a broad audience. Potential readers include students, academics, researchers, policymakers, and practitioners. Whether used as a primary or supplementary textbook, this book is suitable for undergraduate and postgraduate students in business management or related fields. Nevertheless, individuals with an interest in CRM will derive significant advantages from the content of the book"--