BOOK DOWNLOAD

Augmented Customer Strategy: CRM in the Digital Age

10.00$
Augmented Customer Strategy: CRM in the Digital Age
BOOK DOWNLOAD

Augmented Customer Strategy: CRM in the Digital Age

10.00$

(Innovation, Entrepreneurship and Management) 1st Edition 

by Gilles N'Goala (Editor), Virginie Pez-Perard (Editor), Isabelle Prim-Allaz (Editor) 

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.

Year:
2019
Pages:
312
Language:
English
Format:
PDF
Size:
13 MB
ISBN-10:
1786303728
ISBN-13:
978-1786303721
ASIN:
B07R9TBKRN