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Marketing, Sales and Customer Management (MSC) by Richard Hofmaier

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V Integrated customer loyalty, customer relations and customer retention management (CRM)

In today’s B2B marketing management, there is now another area of programs and measures, which evolved in recent years from practical-operative application requirements for everyday business tasks and which is explicitly substantiated through the integrated marketing approach outlined in this book. By including such customer management “perspective” and its specific methods and tools, an independent mix of programs and instruments develops, namely that of integrated customer satisfaction, customer loyalty, customer relations, customer retention and tool ...

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