TY  - BOOK
AU  - Malhotra, Naresh K
AU  - Agarwal, James 
TI  - Customer relationship marketing: Theoretical and managerial perspectives 
SN  - 9780000989987
PY  - 2021///
CY  - New Jersey 
PB  - World Scientific 
N2  - Customer relationship marketing (CRM) opportunities are embedded in the entire customer journey spanning several touch points across all stages including prepurchase, purchase, and postpurchase stage. Customer relationship marketing evolved from traditional marketing concept and has broadened its scope today, intersecting with the following domains, namely customer buying behavior process models, customer satisfaction and loyalty, service quality, customer relationship management tools and strategies, customer centricity, and customer engagement activities. A comprehensive
ER  -