Customer Relationship Management
(2
º Sem
2020/2021)
MKT (Marketing)
Bibliografia
Principal
-
Buttle, F., & Maklan, S.,
Customer relationship management: concepts and technologies.
,
Routledge.,
2019
-
Chaffey, D., Edmundson-Bird, D., & Hemphill, T. ,
Digital business and e-commerce management. ,
Pearson UK.,
2019
-
Kumar, V., & Reinartz, W. J. ,
Customer relationship management: A databased approach.,
Hoboken, NJ: Wiley.,
2006
-
Payne, A., & Frow, P. ,
Strategic customer management: Integrating relationship marketing and CRM. ,
Cambridge University Press.,
2013
Secundária
-
Gummesson, E. ,
Total relationship marketing. ,
Routledge.,
2011