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Legends in Marketing

The Legends in Marketing series captures the essence of the most important contributions made in the field of marketing in the past hundred years. It repro...
Waiter, There's a Fly in My Soup
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Statistical Methods in Customer Relationship Management focuses on the quantitative and modeling aspects of customer management strategies that lead to future firm profitability, with emphasis...

Customer relationship management (CRM) as a strategy and as a technology has gone through an amazing evolutionary journey. The initial technological approach was followed by many disappointing...