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Books of use in an advanced class. To add a title, send email to arc@ama.org
Buttle, Francis (2004), Customer Relationship Management: Concepts and Tools, Elsevier [Journal of Marketing Research Book Review]
Drozdenko, Ronald G. and Perry D. Drake (2002), Optimal Database Marketing: Strategy, Development, and Data Mining, Sage [Journal of Marketing Research Book Review (Scroll Down)]
Freeland, John G. (2003), The Ultimate CRM Handbook: Strategies & Concepts for Building Enduring Customer Loyalty & Profitability, McGraw-Hill [Journal of Marketing Research Book Review]
Newell, Frederick (2003), Why CRM Doesn't Work: How to Win by Letting Customers Manage the Relationship, Bloomberg [Journal of Marketing Research Book Review] |