Customer Relationship Management By Nk Mullick

b' About the Book: Customer Relationship Management\n\nCustomer Relationship Management (CRM) is a comprehensive textbook designed to\nmeet the needs of postgraduate management students specializing in marketing. It\nexplains the concepts and application of CRM through numerous examples,\nexhibits, and cases. The book is divided into four parts comprising twelve\nchapters. Part I on CRM Concepts and Processes introduces the subject and\nestablishes the importance of understanding and collaborating with customers.\nPart II on Analytical CRM discusses database management, data mining, and\nanalysis. Part III on CRM Operations discusses the methods to design loyalty\nprograms and role of marketing channels in CRM. The final part (IV) on CRM:\nTechnology, Implementation '