How to Win at CRM: Strategy, Implementation, Management 1st Edition Seth Kinnett

Academic expertise meets professional experience in this indispensable guide to CRM strategy, implementation, and management.  Customer relationship management has exploded in popularity in recent decades, yet the majority of CRM initiatives fail.  How to Win at CRM examines a diverse range of studies spanning information systems, organizational psychology, and software design.  It supplements these findings with a wealth of insights from veteran CRM practitioners.  Ultimately, this book provides an end-to-end view of exactly what is necessary to achieve CRM success.