Relational Marketing: Making Satisfaction, Loyalty, Complaint Policies Profitable

Daniel Ray & William Sabadie, Dunod


How do you define a clear customer strategy tailored to your company’s specific situation? How do you motivate your teams to focus on customer relations? What tools should be implemented to measure and increase the ROI of these policies? Bridging the gap between theory and practice, this book identifies key success factors for a profitable relationship marketing approach.

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