by Ray McKenzie · McGraw-Hill Ryerson · tapa dura · ISBN 9780070860810
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«The Relationship-Based Enterprise» is the business management essay by Ray McKenzie, published by McGraw-Hill Ryerson in hardcover (367 pages, in English).
It starts from the idea that many companies have CRM pieces in place but no common strategy, and proposes an operational approach that integrates business, organization, technology, people, and processes. It argues for moving from traditional marketing techniques to continuous dialogue with the customer, showing how that conversation can become a competitive advantage and improve results.
The first edition of «The Relationship-Based Enterprise» (January 2001) includes 52 illustrations, bibliographic references (pages 355-360), and an index.
Aimed at executives and business and technology leaders who want to implement or review a CRM strategy.
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