Romancing the Customer: Building Power Relationships Between Customer and Brand Equity

By Paul Temporal

Provides a fresh, international perspective on building customer relationships and building brand equity Customer relationship management (CRM) is one of the hottest topics in strategic branding worldwide, and, as the authors of this groundbreaking book demonstrate, the most innovative CRM techniques are developed at transnational corporations challenged with maintaining relationships with an ethnically very diverse customer base. The first book to provide a truly international perspective on customer relationship management, Romancing the Customer draws on case studies from around the world to describe cutting-edge CRM techniques currently used by many of today's most high-powered global enterprises. Paul Temporal and Martin Trott reveal the strategies behind some of the most successful initiatives of recent years. Paul Temporal, PhD (Singapore), is Managing Director of Marketing Initiatives Group and a leading international expert on brand creation, development, and management. Martin Trott (Malaysia) is Managing Director of Relationship Marketing International.

• Format: Hardcover
• Language: English
• ISBN: 0471846155
• ISBN13: 9780471846154
• Release Date: May 2001
• Publisher: John Wiley & Sons
• Length: 211 Pages
• Weight: 1.40 lbs.
• Dimensions: 1.0" x 6.3" x 9.3"

Customer Reviews

romancing the customer

An excellent book covering all aspects of loyalty and CRM set up in an engaging and easy to follow manner. Full of case study examples and suggestions. This book really demonstrates the close relationship between brand and CRM and how to maximize the effectiveness of this approach. The book is however out of date and whilst the content provides an excellent understanding and foundation principles of CRM which should be still as valid today as ever, there have undoubtedly been many developments since. The book goes up to 2001 so making it a good book to gain core understanding but one that should be followed up with newer offerings. Get it, read it,absorb it and link it to newer publcations and i think you will get the most from what this can offer.