by Jill Dyché, Mary O'Brien · Addison-Wesley Professional · tapa blanda · ISBN 9780201730623
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«The CRM Handbook» is the guide to customer relationship management (CRM) by Jill Dyché and Mary O'Brien, published by Addison-Wesley in paperback.
Explains what customer relationship management (CRM) is and its role in businesses. Describes applications such as sales force automation, campaign management and e-CRM, and distinguishes CRM from business intelligence. It also warns of the mistakes that cause these projects to fail and includes success stories.
English edition of 336 pages, published on August 9, 2001. Part of the Addison-Wesley Information Technology series.
Aimed at managers and professionals who need to understand CRM before implementing it, for both novices and experts.
