Customer relationship management

The book is in English and includes six chapters.
The author traces the guidelines on the principles of marketing in relation to customer relationship management.
Research approach starts from relationship marketing vs. transactional marketing, defining and explaining CRM (book title), a schematic presentation of the factors that influence retaining customers and successful business strategies.
It highlighted the link between internal marketing – based on employee motivation through marketing techniques, so that customer orientation has become a normal daily behavior.
Further, are analyzed the implementation steps of the process of customer orientation, and factors that influence expectations, consumer behavior and his loyalty.
The book ends with a group of questions and research papers in the field.