Articoli correlati a Augmented Customer Strategy: CRM in the Digital Age

Augmented Customer Strategy: CRM in the Digital Age - Rilegato

 
9781786303721: Augmented Customer Strategy: CRM in the Digital Age
Rilegato
ISBN 10: 1786303728 ISBN 13: 9781786303721
Casa editrice: Iste/Hermes Science Pub, 2019

Sinossi

Digital transformation is shaping a new landscape for businesses and their customers. For marketing professionals, advancing technology (artificial intelligence, robots, chatbots, etc.) and the explosion of personal data available present great opportunities to offer customers experiences that are ever richer, more fluid and more connected. For customers, this ecosystem is synonymous with new roles. They are more autonomous and have power alongside the company: they influence, innovate, punish and more. These developments push companies to implement new customer strategies.

It is in this context, marked by pitfalls and paradoxes, that the authors of this book reflect on the customer relationship, what it has become and what it will be tomorrow. The book provides practitioners, teacher-researchers and Master's students with a state of the art and a prospective vision of customer relations in a digital world. It is aimed at those who want to gain an up-to-date understanding of the field and find all the keys needed to project themselves into the future.

Le informazioni nella sezione "Riassunto" possono far riferimento a edizioni diverse di questo titolo.

Informazioni sull'autore

Gilles N'Goala is Professor of Marketing at the Montpellier Management Institute of the University of Montpellier in France, member of the MRM research laboratory and President of the French Marketing Association.

Virginie Pez-Pérard is Associate Professor at the University Paris II Panthéon-Assas, France, and affiliated with the LARGEPA research center. She is also a lecturer at the Ecole Polytechnique (i3-CRG laboratory, UMR CNRS 9217).

Isabelle Prim-Allaz is Professor of Marketing at Lumičre University Lyon 2, France and Director of the COACTIS Research Center.

Le informazioni nella sezione "Su questo libro" possono far riferimento a edizioni diverse di questo titolo.

Editore
Iste/Hermes Science Pub
Data di pubblicazione
2019
Lingua
Inglese
ISBN 10 
1786303728
ISBN 13 
9781786303721
Rilegatura
Copertina rigida
Numero di pagine
295
Redattore
N'goala Gilles, Pez-perard Virginie, Prim-allaz Isabelle
Contatto del produttore
non disponibile
Persona responsabile
Wiley-VCH GmbH
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