Customer Relationship Management: A Corporate Strategy

The book ‘Customer Relationship Management: A Corporate Strategy’ is in reference to the Indian Scenario and focuses on the Banking sector, Mobile service sector, and Hotel and Restaurant service sector. The Introductory pages highlight some basic concepts of origination of the term ‘marketing’, the concept of ‘customer satisfaction’, about ‘service’, and its characteristics and concept of ‘consumer behavior’ in a summary. The proceeding passages thereafter elaborate the details of relationship marketing and customer relationship management supported by research data, along with a glimpse of the past, present, and future of CRM.