We are happy to publish the first edition of our book on ‘Customer Relationship Management’ to the students and teachers of T.Y. BMS (Semester V) marketing specialization course of University of Mumbai. This book is written on the lines of the syllabus prescribed by the University from the academic year 2018-19. This subject of Customer Relationship Management is designed to give the students an insight into the various kinds of offerings and managing them effectively through better CRM strategies. This book has been written keeping in mind the Indian perspective. Aimed at the students of Customer Relationship Management, this book has been presented in a simple manner to aid easy comprehension of the underlying theory and concepts.
Contents –
1. Introduction to Customer Relationship Management
2. CRM Marketing Initiatives, Customer Service and Data Management
3. CRM Strategy, Planning, Implementation and Evaluation
4. CRM New Horizons